TY  - BOOK
AU  - Mathews,Ryan
AU  - Wacker,Watts
TI  - What’s your story?: storytelling to move markets, audiences, people, and brands
SN  - 9780132277426
U1  - 650.1 21
PY  - 2008///
CY  - Upper Saddle River, N.J
PB  - Financial times press
KW  - Cultura corporativa
KW  - Éxito en los negocios
KW  - Negocios
N1  - Incluye referencias bibliográficas e índice; The story of stories. --Truth stories versus true stories. -- The 10 functions of storytelling. -- The abolition of context. -- Who owns your brand? -- Five critical story themes. -- Five stages of business evolution. -- Applied storytelling 101: industries. -- Applied storytelling 101: the corporation. -- Applied storytelling 101: the brand. -- Applied storytelling 101: the individual. -- The storyteller’s toolbox
ER  -