Storytelling : Branding in Practice

by Klaus Fog, Christian Budtz, Baris Yakaboylu

Must-read for managers on a powerful branding tool of the future.Up-to-date cases from the business world, plenty of illustrations and easy-to-use tools.Recommended by managers of top international firms.Covers both the internal and external benefits of storytelling for a business company.Danish version sold more than 2000 copies.

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Year of publication:	2005
Other Persons:	Fog, Klaus (contributor) ; Budtz, Christian (contributor) ; Yakaboylu, Baris (contributor)
Publisher:	Berlin, Heidelberg : Springer-Verlag Berlin Heidelberg
Subject:	Narrative Methode \| Narrative method \| Markenführung \| Brand management \| Markenpolitik \| Corporate Communication \| Öffentlichkeitsarbeit \| Unternehmen
Description of contents:	Table of Contents [gbv.de] ; Description [swbplus.bsz-bw.de] ; Description [swbplus.bsz-bw.de] ; Description [gbv.de]

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Extent:	Online-Ressource (238 p, digital)
Series:	SpringerLink / Bücher
Type of publication:	Book / Working Paper
Language:	English
Notes:	Literaturverz. S. 228 - 230 Preliminary; Branding Through Storytelling; The Four Elements of Storytelling; Storytelling in Business; The Company Core Story; Authentic Raw Material for Storytelling; Storytelling as a Management Tool; Storytelling in Advertising; When Storytelling Becomes Dialogue; The Media as a Storytelling Partner; Tearing Down the Walls; Back matter
ISBN:	978-3-540-27116-1 ; 978-3-540-23501-9
Other identifiers:	10.1007/b138635 [DOI]
Classification:	Personalwesen
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014014022