why those who tell - and live - the best stories will rule the future Sachs, Jonah 1975- creator text xxu Boston, Massachusetts Harvard Business Review Press 2012 monographic eng

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viii, 264 pages : il. ; 25 cm. 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. 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. Jonah Sachs. Contains bibliography and index. Marketing Aspectos sociales Consumidores Actitudes Comportamiento del consumidor Medios de comunicación social HF 5415 S121w 2012 658.8 9781422143568 ES-MaCSI 150610 20240125115406.0 990016696220204201 spa