Narrative, Marketing, and Persuasion: How Storytelling Contributes to Marketing's Influence Within the Firm
A growing literature suggests marketing practice is declining in influence within the firm. Diagnostic opinions as to why this is occurring, and prescriptions as to what should be done are varied. This dissertation proposes narrative as a tool for both understanding and addressing the problem of ma...
| Main Author: | |
|---|---|
| Format: | Others |
| Published: |
OpenSIUC
2012
|
| Online Access: | https://opensiuc.lib.siu.edu/dissertations/527 https://opensiuc.lib.siu.edu/cgi/viewcontent.cgi?article=1528&context=dissertations |