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

Bibliographic Details
Main Author:	Moin, S. M. A. (Author)
Corporate Author:	ProQuest (Firm)
Format:	eBook
Language:	English
Published:	Cham, Switzerland : Palgrave Macmillan, [2020]
Series:	Palgrave pivot.
Subjects:	Branding (Marketing) Customer relations. Storytelling. Internet marketing. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

1. Introduction: The Ancient Art of Storytelling and the Language of Marketing
2. Brand Storytelling: A Review of the Interdisciplinary Literature
3. Storytelling for Minds: Neuroscience's Approaches to Branding
4. Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age
5. Character and Plot: Narrative Structure and the Art of the Archetype Enactment
6. Conclusion: The Future of Storytelling.