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· 제목 : Storyscaping: Stop Creating Ads, Start Creating Worlds (Hardcover)
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9781118823286
· 쪽수 : 256쪽
· 출판일 : 2014-04-07
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9781118823286
· 쪽수 : 256쪽
· 출판일 : 2014-04-07
목차
Acknowledgments vii
About the Authors viii
PART ONE Great Storytelling Alone Won’t Save Your Business 1
00 INTRODUCTION 3
01 FROM THE CAMPFIRE 17
02 YOUR FIRST KISS 35
03 BRAVE NEW WORLDS 55
PART TWO Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections 77
04 THE STORYSCAPING MODEL 79
05 POWER OF WHY 91
06 WALK THE WALK 107
07 INSIGHT TO DESIRE 125
08 IN THEIR SHOES 143
09 THE ORGANIZING IDEA 165
10 MEET YOUR STORYSCAPE 181
11 WORLDS THAT SELL 199
12 SHOCK YOUR CULTURE 219
References 231
Index 241
