Brand storytelling: integrated marketing communication for the digital media landscape
"This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how stor...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lanham ; Boulder ; New York ; London
Rowman & Littlefield
[2023]
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| Schlagworte: | |
| Zusammenfassung: | "This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today's digital-first media landscape. Quesenberry and Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media."--Publisher marketing |
| Beschreibung: | xi, 308 Seiten Illustrationen 26 cm |
| ISBN: | 9781538176382 |
Internformat
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Datensatz im Suchindex
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| author_role | aut |
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| building | Verbundindex |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV048911776 |
| illustrated | Illustrated |
| index_date | 2024-07-03T21:53:32Z |
| indexdate | 2024-07-10T09:49:36Z |
| institution | BVB |
| isbn | 9781538176382 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034175970 |
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| physical | xi, 308 Seiten Illustrationen 26 cm |
| publishDate | 2023 |
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| publisher | Rowman & Littlefield |
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| spelling | Quesenberry, Keith A. 1971- Verfasser (DE-588)1136934022 aut Brand storytelling integrated marketing communication for the digital media landscape Keith A. Quesenberry (Messiah University), Michael K. Coolsen (Shippensburg University) Brand story telling Lanham ; Boulder ; New York ; London Rowman & Littlefield [2023] © 2023 xi, 308 Seiten Illustrationen 26 cm txt rdacontent n rdamedia nc rdacarrier "This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today's digital-first media landscape. Quesenberry and Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media."--Publisher marketing Marke (DE-588)4074577-6 gnd rswk-swf Erzählen (DE-588)4132307-5 gnd rswk-swf Branding (Marketing) Instructional and educational works Case studies Marke (DE-588)4074577-6 s Erzählen (DE-588)4132307-5 s DE-604 Coolsen, Michael K. Sonstige (DE-588)1299302017 oth Erscheint auch als Online-Ausgabe 978-1-5381-7639-9 |
| spellingShingle | Quesenberry, Keith A. 1971- Brand storytelling integrated marketing communication for the digital media landscape Marke (DE-588)4074577-6 gnd Erzählen (DE-588)4132307-5 gnd |
| subject_GND | (DE-588)4074577-6 (DE-588)4132307-5 |
| title | Brand storytelling integrated marketing communication for the digital media landscape |
| title_alt | Brand story telling |
| title_auth | Brand storytelling integrated marketing communication for the digital media landscape |
| title_exact_search | Brand storytelling integrated marketing communication for the digital media landscape |
| title_exact_search_txtP | Brand storytelling integrated marketing communication for the digital media landscape |
| title_full | Brand storytelling integrated marketing communication for the digital media landscape Keith A. Quesenberry (Messiah University), Michael K. Coolsen (Shippensburg University) |
| title_fullStr | Brand storytelling integrated marketing communication for the digital media landscape Keith A. Quesenberry (Messiah University), Michael K. Coolsen (Shippensburg University) |
| title_full_unstemmed | Brand storytelling integrated marketing communication for the digital media landscape Keith A. Quesenberry (Messiah University), Michael K. Coolsen (Shippensburg University) |
| title_short | Brand storytelling |
| title_sort | brand storytelling integrated marketing communication for the digital media landscape |
| title_sub | integrated marketing communication for the digital media landscape |
| topic | Marke (DE-588)4074577-6 gnd Erzählen (DE-588)4132307-5 gnd |
| topic_facet | Marke Erzählen |
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