故事经济 英文原版 Storynomics: Story-Driven Marketing商业
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作者Twelve
出版社Twelve
ISBN9781538727935
出版时间2018-03
印刷时间2018-03
印数1千册
装帧平装
开本32开
纸张轻型纸
页数248页
字数1千字
定价244元
上书时间2023-09-14
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作者: Robert McKee, Thomas Gerace
出版社: Twelve (2018年3月20日)
精装: 248页
语种： 英语
ISBN: 1538727935
条形码: 9781538727935
商品尺寸: 16.5 x 2.5 x 23.5 cm
商品重量: 449 g
内容简介
Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee -- STORYNOMICS translates the lessons of storytelling in business into economic and leadership success.
Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the page. The cornerstone of his program is his singular book, Story, which has defined how we talk about the art of story creation.
Now in STORYNOMICS, McKee partners with digital marketing expert and Skyword CEO Tom Gerace to map a path for brands seeking to navigate the rapid decline of interrupt advertising. After successfully guiding organizations as diverse as Samsung, Marriott International, Philips, Microsoft, Nike, IBM, and Siemens to transform their marketing from an ad-centric to story-centric approach, McKee and Gerace now bring this knowledge to business leaders and entrepreneurs alike.
Drawing from dozens of story-driven strategies and case studies taken from leading B2B and B2C brands, STORYNOMICS demonstrates how original storytelling delivers results that surpass traditional advertising. How will brands and their customers connect in the future? STORYNOMICS provides the answer.
媒体推荐
"Storynomics should be required training for every marketer -- regardless of level or industry. It is truly a special treat to learn from these masters of storytelling."-- David Beebe, Emmy-winning Producer, Brand Storyteller; Former VP, Global Creative and Content Marketing & Founder of Marriott Content Studio, Marriott International
"We have worked with Robert McKee for over five years and his Storynomics techniques have opened the door to our innovation and growth. A must read!"-- Robert J. DeKoch, President & COO, The BOLDT Company
"If you want a clear and concise look at how modern brands are connecting with their customers today, Storynomics is it."-- Brian Moody, Executive Editor, Autotrader
"Some look at recent upheavals in the marketing landscape and see shrinking opportunities, rising costs, and distracted, indifferent audiences. Storynomics is written for another group: those who see in these changes an opportunity to tell a deeper, more personal story to their audiences."--Pat Partridge, Chief Marketing Officer, Western Governors University
作者简介
Robert McKee, a Fulbright Scholar, member of the Hollywood Hall of Fame, and winner of a Moving Image Book Award, is the world's most sought-after lecturer on the art of story. His articles and interviews have appeared in many newspapers and magazines around the globe, including The New Yorker, Vanity Fair, New York Times, Washington Post, Figaro, Sueddeutsche Zeitung, Harvard Business Review, Wall Street Journal, Guardian, and Fast Company. He has also been featured on CBS and CNN.
Thomas Gerace is the founder and CEO of Skyword, a leading content marketing platform and services company serving brands including Samsung, Philips, Mastercard, IBM, GE, Colgate, and HP. A pioneer in digital marketing, Gerace has helped hundreds of marketing teams to adapt and thrive amid constant disruptive changes in technology and consumer behavior over two decades.
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