[学科前沿] 【2018休闲读物】Storynomics_Story-Driven Marketing in the Post-Advertising World [推广有奖]

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slowry 发表于 2018-5-5 16:48:53 |只看作者 |坛友微信交流群|倒序 |AI写论文

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Storynomics: Story-Driven Marketing in the Post-Advertising World
by Robert Mckee (Author), Tom Gerace (Author)

About the Author
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.

About this book
Based on the worldwide seminar offered by the legendary story master Robert McKee and Skyword CEO Tom Gerace -- 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.

Table of contents

Introduction: The Marketing Crisis

PART ONE: THE MARKETING REVOLUTION

Chapter One: Advertising, A Story of Addiction
Chapter Two: Marketing, A Story of Deception

PART TWO: STORY CREATION

Chapter Three: The Evolution of Story
Chapter Four: The Definition of Story
Chapter Five: The Full Story
Chapter Six: The Purpose-Told Story

PART THREE: PUTTING STORY TO WORK

Chapter Seven: Story and the CMO
Chapter Eight: Storified Branding
Chapter Nine: Storified Advertising
Chapter Ten: Storified Demand and Lead Generation
Chapter Eleven: Building Audience
Chapter Twelve: Storified Sales
Chapter Thirteen: -Nomics
Conclusion: Tomorrow

Length: 272 pages
Copyright: 2018
Language: English
Publisher: Twelve
Edition: 1st ed. (March 20, 2018)
ISBN-10: 1538727935
ISBN-13: 978-1538727935