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Laurence Vincent's book examines the powerful mythology surrounding such revered brands as Kodak, Starbucks, Harley Davidson, Coca-Cola, and many more. He shows marketers how to think like storytellers in order to draw consumers into a lifelong relationship. Step by step, readers will learn how to craft a narrative that is based on the most fundamental, or "sacred", beliefs of their consumer group.
Dearborn Trade Publishing; October 2002
336 pages; ISBN 9781597341189
Read online, or download in secure PDF format
336 pages; ISBN 9781597341189
Read online, or download in secure PDF format
