Overview

Full Product Details

9781538176375

Table of Contents

Reviews

"A comprehensive guide on creative and compelling storytelling that informs and inspires marketers. The authors not only share how to formulate powerful brand stories but also present a multitude of examples across various media channels. This book should be required reading for any marketer or marketing student seeking to strengthen connections with consumers. --Dawn Edmiston, College of William & Mary, Raymond A. Mason School of Business Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape offers advertising, public relations, and marketing instructors a useful, readable, and accessible pathway into effective communication for a fullsemester course. Students will find the textbook an illumination of the stories they have seen in marketing communication since childhood and develop an understanding that there may be more to the story than the story itself. -- ""Journal of Advertising Education"" A comprehensive guide on creative and compelling storytelling that informs and inspires marketers. The authors not only share how to formulate powerful brand stories but also present a multitude of examples across various media channels. This book should be required reading for any marketer or marketing student seeking to strengthen connections with consumers. Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape offers advertising, public relations, and marketing instructors a useful, readable, and accessible pathway into effective communication for a fullsemester course. Students will find the textbook an illumination of the stories they have seen in marketing communication since childhood and develop an understanding that there may be more to the story than the story itself."

A comprehensive guide on creative and compelling storytelling that informs and inspires marketers. The authors not only share how to formulate powerful brand stories but also present a multitude of examples across various media channels. This book should be required reading for any marketer or marketing student seeking to strengthen connections with consumers. --Dawn Edmiston, College of William & Mary, Raymond A. Mason School of Business Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape offers advertising, public relations, and marketing instructors a useful, readable, and accessible pathway into effective communication for a fullsemester course. Students will find the textbook an illumination of the stories they have seen in marketing communication since childhood and develop an understanding that there may be more to the story than the story itself. -- ""Journal of Advertising Education""

A comprehensive guide on creative and compelling storytelling that informs and inspires marketers. The authors not only share how to formulate powerful brand stories but also present a multitude of examples across various media channels. This book should be required reading for any marketer or marketing student seeking to strengthen connections with consumers.--Dawn Edmiston, College of William & Mary, Raymond A. Mason School of Business

Author Information

Keith A. Quesenberry is associate professor of marketing at Messiah University who has taught graduate and undergraduate courses at Johns Hopkins University, Temple University, and West Virginia University. Quesenberry spent seventeen years in the marketing and advertising field as an associate creative director and copywriter at ad agencies such as BBDO and Arnold Worldwide, creating strategies and campaigns for startups to Fortune 500 brands including Delta Airlines, Exxon Mobil, PNC, Campbell’s and Hershey. Quesenberry is author of Social Media Strategy: Marketing, Public Relations and Advertising in the Consumer Revolution. Michael K. Coolsen is professor of marketing at Shippensburg University and an award-winning researcher and consultant. A social scientist and expert in data analysis, he has spent his career researching consumer behavior. Prior to his work in academia, he was a senior project director of marketing research at Arbor, Inc. (since merged into GfK Custom Research). His research has appeared and been published in Psychology Today, Harvard Business Review, Advertising Age, PRWeek, Journal of Interactive Marketing, Journal of Current Issues & Research in Advertising, Journal of Marketing Theory and Practice, International Journal of Integrated Marketing Communications.

Tab Content 6

Customer Reviews

Recent Reviews

Countries Available