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Winning the story wars : why those who tell--and live--the best stories will rule the future / Jonah Sachs
Boston, Massachusetts : Harvard Business Review Press, 2012
viii, 264 pages : illustrations ; 25 cm.
Ký hiệu phân loại (DDC): 658.802
Argues that only those brands that tell values-driven stories through the right channels will revolutionize marketing. The author systematically breaks down how communicators can go beyond the sell by creating stories that inspire people not just to listen, but to proselytize
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