Theory of brand enabling archetype enactment by consumer -- Literature review -- Method : story listening and collection -- Archetype processing and story analysis -- Creator archetype -- Every person archetype -- Explorer archetype -- Hero archetype -- Innocent archetype -- Jester archetype --...

Storytelling-case archetype decoding and assignment manual (SCADAM) reviews cultural and tourism/hospitality applications of Carl Jung's work on archetypes in shaping behavior and unconscious/conscious thought. SCADAM includes a testing manual on how to use Donald T. Campbell's "degrees of...

Thomas Friedman exhorts us to imagine the future [1] ? we urge marketers to invent the future, to learn the future faster, and to deliver the future earlier. Marketers are asked to develop scenarios about emerging technologies such as broadband wireless but more often than not have no education...