TY  - BOOK
AU  - Sachs,Jonah
TI  - Winning the story wars: why those who tell - and live - the best stories will rule the future 
SN  - 9781422143568
AV  - HF 5415 S121w 2012
PY  - 2012///
CY  - Boston, Massachusetts
PB  - Harvard Business Review Press
KW  - Marketing
KW  - Aspectos sociales
KW  - Consumidores
KW  - Actitudes
KW  - Comportamiento del consumidor
KW  - Medios de comunicación social
N1  - 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

N2  - 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

ER  -