The Importance of Storytelling in Today's Business : The Use of Storytelling in Creating and Maintaining Brand - a Case Study

Language: English

Published by VDM Verlag Dr. Müller, 2009

3639167538 / 9783639167535

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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nach der Bestellung gedruckt Neuware - Printed after ordering - In today s business there is an abundance of toolsfor communication to use. They all, however, containa common denominator they are all trying to tell astory or even several stories. In this work weinvestigate how one company can communicate andmanage its brand identity through the implementationof storytelling. Theories, mainly from Aaker andKapferer have been used to investigate brandidentity. Based on theoretical and empirical materialabout storytelling we have found key issues of thenotion of storytelling. These materials involvediscussions about the concept of storytelling, itsarea of application and how stories should bestructured and also which aspects are important forthis process. This work should therefore beespecially useful for professionals in Communicationsand Marketing fields, or anyone else who areinterested in communications and storytelling from amarketing perspective.Stories reveal. Stories motivate. Stories bindindividuals into teams. Stories create solutions. …

Seller Inventory # 9783639167535

Title
The Importance of Storytelling in Today's Business : The Use of Storytelling in Creating and Maintaining Brand - a Case Study
Author
Eivor Erkas
Publisher
VDM Verlag Dr. Müller
Publication year
2009
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3639167538
ISBN 13
9783639167535
Item weight
107 grams
Dimensions
220x150x3 mm

AHA-BUCH GmbH

Einbeck, Germany

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