01848nam a2200313 i 4500001001900000003000800019005001700027007000300044008004100047020001800088035001800106035003500124035002100159040002700180041000900207050002400216080001000240100002600250245011600276260006700392300003700459504003700496505058600533520028301119650003301402650002901435650003401464650003601498990016696220204201BJBSDDR20240125115406.0ta150610s2012 xxu 000 0 eng d a9781422143568 aCSIC001669622 a(ES-MaCSI)001669622MAD01-Aleph a(OCoLC)916482269 aES-MaCSIbspacBJBSDDR aeng 14aHF 5415bS121w 2012 a658.81 aSachs, Jonah, d1975-10aWinning the story wars :bwhy those who tell - and live - the best stories will rule the future /cJonah Sachs. aBoston, Massachusetts :bHarvard Business Review Press,c2012. aviii, 264 pages :bil. ;c25 cm. aContains bibliography and index. a Part One: THE BROKEN WORLD OF STORYTELLING -- 1. The Story Wars Are All Around Us -- 2. The Five Deadly Sins -- 3. The Myth Gap -- 4. Marketing's Dark Art -- Part Two: SHAPING THE FUTURE -- INTERLUDE: A Creation Myth for Marketers -- 5. Tell the Truth, Part I: The Art of Empowerment Marketing -- BASIC TRAINING: Identifying Your Values -- 6. Tell the Truth, Part II: The Hero's Journey -- BASIC TRAINING: Designing Your Core Story Elements -- 7. Be Interesting: Freaks, Cheats, and Familiars -- BASIC TRAINING: Generating Your Stories -- 8. Live the Truth.  aArgues that only those brands that tell values-driven stories through the right channels will revolutionize marketing. The author systematically breaks down how communicators can go beyond the sell by creating stories that inspire people not just to listen, but to proselytize.  4aMarketingxAspectos sociales 4aConsumidores xActitudes 4aComportamiento del consumidor 4aMedios de comunicacioĢn social