Winning the story wars : why those who tell - and live - the best stories will rule the future / Jonah Sachs.

By:

Sachs, Jonah, 1975-

Material type:

TextLanguage: eng Publication details: Boston, Massachusetts : Harvard Business Review Press, 2012.Description: viii, 264 pages : il. ; 25 cmISBN:

9781422143568

Subject(s):

LOC classification:

HF 5415 S121w 2012

Contents:

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.

Summary: 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.

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Holdings
Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Barcode
Libro	Biblioteca Juan Bosch	Biblioteca Juan Bosch	Ciencias Sociales	Ciencias Sociales (3er. Piso)	HF 5415 S121w 2012 (Browse shelf(Opens below))	1	Available	00000163515

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.

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