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007			cr nn 008mamaa
008			201026s2020 gw | s |||| 0|eng d
020			_a9783030590857
040			_dUNAV _bspa _cUEV
050			_aHD30.3 _b.M65 2020 EB
082	0	4	_a658.827 _223
100	1		_aMoin, S M A.
245	1	0	_aBrand Storytelling in the Digital Age : _bTheories, Practice and Application _cby S M A Moin
250			_a1st ed
260			_aCham _bSpringer International Publishing _c2020
300			_a1 recurso en línea (XXI, 100 p.)
336			_2rdacontent _aTexto (visual) _btxt
337			_2rdamedia _aelectrónico _bc
338			_2rdacarrier _arecurso electrónico _bcr
490	0		_aSpringer eBooks
505	0		_a1. Introduction: The Ancient Art of Storytelling and the Language of Marketing -- 2. Brand Storytelling: A Review of the Interdisciplinary Literature -- 3. Storytelling for Minds: Neuroscience's Approaches to Branding -- 4. Storytelling for Hearts: Brand-Consumer Conversations in the Digital Age -- 5. Character and Plot: Narrative Structure and the Art of the Archetype Enactment -- 6. Conclusion: The Future of Storytelling
520			_a"Moin provides a unique perspective on how the art of storytelling is central to marketing success in an age of rapid technological advancement and increasing 'datafication.' This book will be of great interest to scholars and practitioner alike and provides many perceptive and thought-provoking insights." --James Devlin, Dean of the School of Business, University of Leicester Inextricably linked to human evolution, storytelling has always been a key element of the marketer's toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers' hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners. S M A Moin is Associate Head of Research and Scholarship at Coventry University London, UK. He is an interdisciplinary researcher interested in storytelling, branding, trust, creativity and purposeful leadership. Moin spent 23 years in different industries including navy, media, publishing, and financial services before his third transformation into academia
538			_aForma de acceso: World Wide Web
650		0	_9512669 _aBusiness communication.
710	2		_aSpringerLink
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=http://doi.org/10.1007/978-3-030-59085-7 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
998			_db