Storytelling and market research : a practical user guide/ by C. Frederic John
Material type:
TextLanguage: English Publication details: New York : Routledge , 2022Description: xi , 186 pp. : ill. ; 23 cmISBN: 9781032064871Subject(s): Marketing researchDDC classification: 658.83 J65s 2022 Summary: "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."
| Item type | Current library | Call number | Status | Date due | Barcode |
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Books
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CAT College, Inc. - ANNEX 2 Library Circulation Section | 658.83 J65s 2022 (Browse shelf (Opens below)) | Available | CL3963 |
Includes appendix and index.
"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."
English.
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