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Storynomics : story-driven marketing in the post-advertising world / by Robert McKee and Thomas Gerace
Livre
Edited by Twelve - 2018
Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee -- STORYNOMICS translates the lessons of storytelling in business into economic and leadership success. Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the page. The cornerstone of his program is his singular book, Story, which has defined how we talk about the art of story creation. Now in STORYNOMICS, McKee partners with digital marketing expert and Skyword CEO Tom Gerace to map a path for brands seeking to navigate the rapid decline of interrupt advertising. After successfully guiding organizations as diverse as Samsung, Marriott International, Philips, Microsoft, Nike, IBM, and Siemens to transform their marketing from an ad-centric to story-centric approach, McKee and Gerace now bring this knowledge to business leaders and entrepreneurs alike
Introduction : The marketing revolution. Advertising, a story of addiction. Marketing, a story of deception. Story creation. The evolution of story. The definition of story. The full story. The purpose-told story. Putting story to work. Story and the CMO. Storified branding. Storified advertising. the storified demand and lead generation. Building audience. Storified sales. -Nomics. Conclusion: Tomorrow.
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