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Storytelling and market research :a practical user guide /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Storytelling and market research :/ C. Frederic John.
其他題名:	a practical user guide /
作者:	John, C. Frederic.
出版者:	New York, NY :Routledge,c2022.
面頁冊數:	xi, 186 p. :ill. ;23 cm.
標題:	Marketing research. -
ISBN:	9781032064857$q(pbk.) :
ISBN:	9781032064871$q(hbk.)

Storytelling and market research :a practical user guide /
John, C. Frederic.

Storytelling and market research :a practical user guide /C. Frederic John. - New York, NY :Routledge,c2022. - xi, 186 p. :ill. ;23 cm.

Includes bibliographical references and index.

"Showing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in. While demand for storytelling in marketing research reports and presentations has mushroomed in recent years, there can be confusion about what decision-makers mean by 'stories.' Leading market research expert Fred John eliminates this confusion by defining four specific types of story in the business arena, and providing a series of 'how-to' guides for generating effective solutions when communicating learning and other information. This book is the first to emphasize the needs of the report reader or presentation audience. Drawing on examples from ancient and modern literature, drama, opera, and other arts, this book will help today's (and tomorrow's) market research professionals to thrive in a world demanding insights, real-world recommendations, and more relevant deliverables"--

ISBN: 9781032064857$q(pbk.) :NT1100

LCCN: 2021023618Subjects--Topical Terms:

148579
Marketing research.

LC Class. No.: HF5415.2

Dewey Class. No.: 658.8/3

Storytelling and market research :a practical user guide /
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100 1 $a John, C. Frederic. $3 1000147733
245 1 0 $a Storytelling and market research : $b a practical user guide / $c C. Frederic John.
260 # $a New York, NY : $b Routledge, $c c2022.
300 $a xi, 186 p. : $b ill. ; $c 23 cm.
504 $a Includes bibliographical references and index.
520 # $a "Showing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in. While demand for storytelling in marketing research reports and presentations has mushroomed in recent years, there can be confusion about what decision-makers mean by 'stories.' Leading market research expert Fred John eliminates this confusion by defining four specific types of story in the business arena, and providing a series of 'how-to' guides for generating effective solutions when communicating learning and other information. This book is the first to emphasize the needs of the report reader or presentation audience. Drawing on examples from ancient and modern literature, drama, opera, and other arts, this book will help today's (and tomorrow's) market research professionals to thrive in a world demanding insights, real-world recommendations, and more relevant deliverables"-- $c Provided by publisher.
650 # 0 $a Marketing research. $3 148579
650 # 0 $a Business communication. $3 146635
650 # 0 $a Business presentations. $3 146725
650 # 0 $a Storytelling. $3 161205