Storynomics: Story-driven Marketing in the Post-advertising World

作者 Robert McKee, Thomas Gerace作者
出版社 Twelve
出版时间 2018年3月
ISBN 1538727935 或 9781538727935
定价 152.00

内容简介

Basedonthehottest,mostin-demandseminarofferedbythelegendarystorymasterRobertMcKee--STORYNOMICStranslatesthelessonsofstorytellinginbusinessintoeconomicandleadershipsuccess.p.p1{margin:0.0px0.0px0.0px0.0px;font:12.0px'TimesNewRoman'}p.p2{margin:0.0px0.0px0.0px0.0px;text-indent:36.0px;font:12.0px'TimesNewRoman';min-height:15.0px}p.p3{margin:0.0px0.0px0.0px0.0px;font:12.0px'TimesNewRoman';min-height:15.0px}RobertMcKee'spopularwritingworkshopshaveearnedhimaninternationalreputation.ThelistofalumniwithAcademyAwardsandEmmyAwardsrunsoffthepage.Thecornerstoneofhisprogramishissingularbook,Story,whichhasdefinedhowwetalkabouttheartofstorycreation.NowinSTORYNOMICS,McKeepartnerswithdigitalmarketingexpertTomGeracetomapapathforbrandsseekingtonavigatetherapiddeclineofinterruptadvertising.AftersuccessfullyguidingorganizationsasdiverseasSamsung,MarriottInternational,Philips,Microsoft,Nike,IBM,andSiemenstotransformtheirmarketingfromanad-centrictostory-centricapproach,McKeeandGeracenowbringthisknowledgetobusinessleadersandentrepreneursalike.DrawingfromdozensofStory-drivenstrategiesandcasestudiestakenfromleadingB2BandB2Cbrands,STORYNOMICSdemonstrateshoworiginalstorytellingdeliversresultsthatsurpasstraditionaladvertising.Howwillbrandsandtheircustomersconnectinthefuture?STORYNOMICSprovidestheanswer.

作者简介

p.p1{margin:0.0px0.0px0.0px0.0px;font:13.0pxTimes;-webkit-text-stroke:#000000}p.p2{margin:0.0px0.0px0.0px0.0px;font:13.0pxTimes;-webkit-text-stroke:#000000;min-height:16.0px}span.s1{font-kerning:none}RobertMcKee,aFulbrightScholar,andanawardwinningauthor,istheworld'smostsought-afterlecturerontheartofstory.Hisarticlesandinterviewshaveappearedinmanynewspapersandmagazinesaroundtheglobe,includingTheNewYorker,VanityFair,NewYorkTimes,WashingtonPost,Figaro,SueddeutscheZeitung,HarvardBusinessReview,WallStreetJournal,TheGuardianandFastCompany,CBS,andCNN.ThomasGeraceisthefounderandCEOofSkyword,aleadingcontentmarketingplatformandservicescompanyservingbrandsincludingSamsung,Philips,MasterCard,IBM,GE,Colgate,andHP.Apioneerindigitalmarketing,Geracehashelpedhundredsofmarketingteamstoadaptandthriveamidconstantdisruptivechangesintechnologyandconsumerbehaviorovertwodecades.

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