01988nam a2200349 i 4500 990016696220204201 BJBSDDR 20240125115406.0 ta 150610s2012 xxu 000 0 eng d 9781422143568 CSIC001669622 (ES-MaCSI)001669622MAD01-Aleph (OCoLC)916482269 ES-MaCSI spa BJBSDDR eng HF 5415 S121w 2012 658.8 Sachs, Jonah, 1975- 32633 Winning the story wars : why those who tell - and live - the best stories will rule the future / Jonah Sachs. Boston, Massachusetts : Harvard Business Review Press, 2012. viii, 264 pages : il. ; 25 cm. Contains bibliography and index. 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. Argues 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. Marketing Aspectos sociales 13170 Consumidores Actitudes 26194 Comportamiento del consumidor 1319 Medios de comunicación social 1673 lcc BK 0 dpf 120208 120208 0 0 lcc 0 0 CS BJB BJB CS 2023-10-17 0 HF 5415 S121w 2012 00000163515 2023-10-17 00:00:00 1 2023-10-17 BK