TITLE

Once upon a time

AUTHOR(S)
Lury, Giles
PUB. DATE
May 2004
SOURCE
Brand Strategy;May2004, Issue 182, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Evaluates the effect of storytelling as under-resourced tool on customer loyalty. Recognition of the power of good story; Basis for advertising campaigns; Highlights of the story of Coke. INSET: The benefits of storytelling.
ACCESSION #
13089989

 

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