MARC record from Internet Archive

LEADER: 02971cam 2200373 a 4500
001 9925117210001661
005 20150423153242.0
008 140226s2012 maua b 001 0 eng
010 $a2011053284
019 $a798565869$a803910541
020 $a9781422143568 (hardback : alk. paper)
020 $a1422143562 (hardback : alk. paper)
035 $a(OCoLC)744289992
035 $a(OCoLC)ocn744289992
040 $aDLC$beng$cDLC$dIG#$dBTCTA$dBDX$dYDXCP$dOCLCO$dCDX$dIEP$dORX$dBWX$dVP@$dDNJ$dHNW$dOCLCF$dLNT$dBEDGE
042 $apcc
049 $aCNUM
050 00 $aHF5415$b.S223 2012
082 00 $a658.8/02$223
096 $aHF 5415$bS121w 2012
100 1 $aSachs, Jonah.
245 10 $aWinning the story wars :$bwhy those who tell--and live--the best stories will rule the future /$cJonah Sachs.
260 $aBoston, Mass. :$bHarvard Business Review Press,$cc2012.
300 $aviii, 264 p. :$bill. ;$c25 cm.
504 $aIncludes bibliographical references and index.
505 0 $aPart one. The broken world of storytelling. The story wars are all around us -- The five deadly sins -- The myth gap -- Marketing's dark art -- Part two. Shaping the future. Interlude: a creation myth for marketers -- Tell the truth, part I: the art of empowerment marketing -- Basic training: identifying your values -- Tell the truth, part II: the hero's journey -- Basic training: designing your core story elements -- Be interesting: freaks, cheats, and familiars -- Basic training: generating your stories -- Live the truth.
520 $a"The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior -- great stories. With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes readers into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You'll discover how: Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray ; Marketers have become today's mythmakers, providing society with explanation, meaning, and ritual ; Memorable stories based on timeless themes build legions of eager evangelists ; Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world ; Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzz." -- publisher.
650 0 $aMarketing$xSocial aspects.
650 0 $aStorytelling$xPsychological aspects.
650 0 $aConsumers$xPsychology.
650 0 $aSocial media.
947 $fSOBM$hBOOK$p$25.80$q1
949 $aHF5415 .S223 2012$i31786102883201
994 $a92$bCNU