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- catalog abstract ""This book serves to help marketers think like storytellers. It provides a look at the narrative cycle that binds consumers to the brand. It liberates storytelling and promotes it to a strategic device for the brand manager, rather than the function of copywriters."--Jacket.".
- catalog contributor b12962441.
- catalog created "c2002.".
- catalog date "2002".
- catalog date "c2002.".
- catalog dateCopyrighted "c2002.".
- catalog description ""This book serves to help marketers think like storytellers. It provides a look at the narrative cycle that binds consumers to the brand. It liberates storytelling and promotes it to a strategic device for the brand manager, rather than the function of copywriters."--Jacket.".
- catalog description "All brands are not created equal -- Brand mythology -- Myth and the narrative of legendary brands -- Legendary brands and personal narrative -- Investigating brand narrative -- Crafting brand narrative -- Communicating brand narrative -- Brand culture -- Cobranding, sponsorship, and partnership marketing -- Brand agents -- Nonlinear branding -- Rescuing the troubled brand -- Brand narrative and the body politic -- The dark side of brand mythology.".
- catalog description "Includes bibliographical references (p. 309-312) and index.".
- catalog extent "x, 321 p. :".
- catalog identifier "0793155606".
- catalog issued "2002".
- catalog issued "c2002.".
- catalog language "eng".
- catalog publisher "Chicago : Dearborn Trade Pub.,".
- catalog subject "658.8/27 21".
- catalog subject "Brand name products.".
- catalog subject "Branding (Marketing)".
- catalog subject "Customer relations.".
- catalog subject "HD69.B7 V563 2002".
- catalog tableOfContents "All brands are not created equal -- Brand mythology -- Myth and the narrative of legendary brands -- Legendary brands and personal narrative -- Investigating brand narrative -- Crafting brand narrative -- Communicating brand narrative -- Brand culture -- Cobranding, sponsorship, and partnership marketing -- Brand agents -- Nonlinear branding -- Rescuing the troubled brand -- Brand narrative and the body politic -- The dark side of brand mythology.".
- catalog title "Legendary brands : unleashing the power of storytelling to create a winning marketing strategy / Laurence Vincent.".
- catalog type "text".