Brand storytelling in the digital age: theories, practice and application

By: Moin, S. M. A Material type: Text

TextPublication details: Switzerland Palgrave Macmillan 2020 Description: xvi, 100 pISBN: 9783030590840Subject(s): Branding (Marketing) | Brand storytellingDDC classification: 658.827 Summary: Table of contents Introduction: The Ancient Art of Storytelling and the Language of Marketing Brand Storytelling: A Review of the Interdisciplinary Literature Storytelling for Minds: Neuroscience’s Approaches to Branding Storytelling for Hearts: Brand–Consumer Conversations in the Digital Age Character and Plot: Narrative Structure and the Art of Archetype Enactment Conclusion: The Future of Storytelling

List(s) this item appears in: Marketing | Finance & Accounting

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 MOI (Browse shelf(Opens below))	1	Available		004019

Table of contents

Introduction: The Ancient Art of Storytelling and the Language of Marketing
Brand Storytelling: A Review of the Interdisciplinary Literature
Storytelling for Minds: Neuroscience’s Approaches to Branding
Storytelling for Hearts: Brand–Consumer Conversations in the Digital Age
Character and Plot: Narrative Structure and the Art of Archetype Enactment
Conclusion: The Future of Storytelling

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