MARC details
| 000 -LEADER |
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| fixed length control field |
01363nam a22002297a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20211102121721.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
211102b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780670091263 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
302.35 |
| Item number |
AAK |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Aaker, David A. |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Creating signature stories: strategic messaging that persuades, energizes and inspires |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Name of publisher, distributor, etc. |
Penguin Portfolio |
| Place of publication, distribution, etc. |
Gurgaon |
| Date of publication, distribution, etc. |
2018 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xvi, 167 p. |
| 365 ## - TRADE PRICE |
|---|
| Price type code |
INR |
| Price amount |
499.00 |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
In Creating Signature Stories, branding guru David Aaker applies the power of intriguing, authentic, involving stories to communicate strategic messaging internally and externally, a critical and difficult task. Stories are many times more powerful than facts at getting attention, generating brand energy, creating involvement, persuading, arousing emotion and inspiring. Moreover, success in digital platforms, which is becoming increasingly essential, means content and content means stories. This book, full of case studies, discusses how to find, evaluate, refine and leverage great stories and use them to build brands, enhance customer relationships and inspire employees. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Storytelling |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Organization--Research |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Business communication |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing research |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |