000			04148cam a2200421 i 4500
001			200462963
003			TR-AnTOB
005			20250110164033.0
007			ta
008			250110s2025 enkd b 001 0 eng
010			_a 2024008100
020			_a9781032689425 _q(hardback)
020			_z9781040094594 _q(epub)
020			_z9781032689548 _q(ebook)
020			_z9781032689487 _q(paperback)
035			_a(TR-AnTOB)200462963
040			_aDLC _beng _erda _cDLC _dDLC _dTR-AnTOB
041	0		_aeng
050	0	4	_aHF5415.1255 _b.M656 2025
090			_aHF5415.1255 _b.M656 2025
100	1		_aMoin, S. M. A. _eauthor _9147835
245	1	0	_aStorytelling in marketing and brand communications / _cSMA Moin.
264		1	_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2025.
300			_axvi, 183 pages : _bcharts, tables ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
490	0		_aRoutledge Studies in Marketing
504			_aBIBINDX
505	0		_aThe divine gift that makes us human: evolution of storytelling and the language of marketing -- Strategic and tactical brand stories: creating emotional triggers to connect with the consumers -- Tango of the brains: the influence of narrative art explained through consumer psychology and neuroscience -- Narrative theories: deciphering the essential story elements -- Storytelling strategies: life philosophies and narrative tactics explained in the light of genres -- Make your customer the hero: the hero's journey and heroic transformation in marketing -- Storified brand communications: the art of fiction-told and purpose-told storytelling and their application in marketing -- Brand-consumer romance in the digital age: dancing with transmedia storytelling -- Finding your voice in the imagination age: the art of personal branding through storytelling -- Brand storytelling in the age of AI: the 'artistic science' that sparks magic and mystery.
520			_a"Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people gathered around fires to bond and tell stories, passing wisdom from generation to generation. Likewise, we tell stories through social media platforms that transcend time and space. Moreover, digital storytelling in multiple forms and formats has transformed marketing, ushering in an era of a creative renaissance by infusing the imagination of human minds with the power of technology. In this context, the book positions brand storytelling as an artistic science, evolving in the content creators' playground that fosters brand-consumer conversation and co-creation. Although the future of storytelling is mysterious, the author argues that human minds will continue to dominate machines, creating marketing magic at the intersection of narrative art and technological science. With a balance of theories and practice, including conceptual models, tools and techniques, this book offers valuable insights, allowing researchers, academics as well as astute marketing practitioners and students, to follow how the art of storytelling, empowered by science and technology, is transforming the discourse of brand communications in the imagination age"-- _cProvided by publisher.
588			_aDescription based on print version record and CIP data provided by publisher.
650		0	_aBranding (Marketing) _970180
650		0	_aStorytelling _9144255
942			_2lcc _cBK
999			_c200462963 _d81175