Storytelling and market research : a practical user guide
John, C. Frederic2021
Book
Total copies: 1
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 C. Frederic 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.
Main title:
Storytelling and market research : a practical user guide / C. Frederic John.
Author:
Imprint:
London : Routledge, 2021.
Collation:
186 pages : illustrations (black and white)
Notes:
Includes bibliographical references and index.
ISBN:
9781032064857 (pbk)1032064854 (pbk)9781032064871 (hbk)
Dewey class:
658.83 JOH658.83
LC class:
HF5415.2
Language:
English
Subject:
BRN:
382362