Winning the Story Wars : Why Those Who Tell-And Live-the Best Stories Will Rule the Future 作者： Sachs, Jonah 出版社 : Harvard Business School Pr 出版日期 : 2012/07 Binding : Hardcover ISBN : 9781422143568 BookWeb售价 : MYR 102.60 纪伊国屋KPC会员价 : MYR 92.34 库存资料 : 可为您自供应商进货。 通常在3周内递送。 语言 : English

 
Prologue                                           1  (10)
  Part One THE BROKEN WORLD OF STORYTELLING        11 (90)
    1 The Story Wars Are All Around Us             13 (22)
    2 The Five Deadly Sins                         35 (20)
    3 The Myth Gap                                 55 (24)
    4 Marketing's Dark Art                         79 (22)
  Part Two SHAPING THE FUTURE                      101(134)
      Interlude: A Creation Myth for Marketers     103(8)
    5 Tell the Truth, Part I: The Art of           111(34)
    Empowerment Marketing
      Basic Training: Identifying Your Values      135(10)
    6 Tell the Truth, Part II: The Hero's          145(36)
    Journey
      Basic Training: Designing Your Core Story    166(15)
      Elements
    7 Be Interesting: Freaks, Cheats, and          181(32)
    Familiars
      Basic Training: Generating Your Stories      201(12)
    8 Live the Truth                               213(22)
Epilogue                                           235(4)
Appendix                                           239(2)
Further Reading                                    241