TY  - BOOK
AU  - John, C. Frederic
TI  - Storytelling and market research: a practical user guide
SN  - 9781032064871
U1  - 658.83 J65s 2022 
PY  - 2022///
CY  - New York
PB  - Routledge
KW  - Marketing research
N1  - Includes appendix and index
N2  - "The original impetus to write this book was a much more modest goal, namely, to address the semantic confusion surrounding the word "story" in the business arena by clarifying the various ways the term was being used. The author had thought of this as an article or perhaps a presentation. The general approach advocated in this book, along with the underlying concepts, the content itself, the case histories and examples provided, and the selections of readings cited are the author's own for which he takes full personality."
ER  -