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About
"This book serves to help marketers think like storytellers. It provides a look at the narrative cycle that binds consumers to the brand. It liberates storytelling and promotes it to a strategic device for the brand manager, rather than the function of copywriters."--Jacket.
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Editions
1 edition- Hardcover · English · 2002Kaplan Business · 336 pages · 9780793155606
Brand name productsBranding (Marketing)Customer relationsRelations avec la clienteleProduits de marqueCommercialisationRelations avec la clientèle