東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Narrative, marketing, and persuasion...

Key, Thomas Martin.

Linked to FindBook

Google Book

Amazon

博客來

Narrative, marketing, and persuasion: How storytelling contributes to marketing's influence within the firm.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Narrative, marketing, and persuasion: How storytelling contributes to marketing's influence within the firm./
Author:	Key, Thomas Martin.
Description:	100 p.
Notes:	Source: Dissertation Abstracts International, Volume: 74-03(E), Section: A.
Contained By:	Dissertation Abstracts International74-03A(E).
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3543882
ISBN:	9781267730817

Narrative, marketing, and persuasion: How storytelling contributes to marketing's influence within the firm.
Key, Thomas Martin.

Narrative, marketing, and persuasion: How storytelling contributes to marketing's influence within the firm. - 100 p.

Source: Dissertation Abstracts International, Volume: 74-03(E), Section: A.

Thesis (Ph.D.)--Southern Illinois University at Carbondale, 2012.

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 marketing's declining influence. Narratology is a humanities-based discipline which explores what stories are, what they do, and how they work. It is well suited for exploring how influence is generated, gained and/or lost, within social and organizational settings. This dissertation suggests that narrative significantly impacts understanding which business function (marketing, finance, accounting, etc.) has greater influence within the firm. Moreover, by understanding how narrative carries influence between marketing and finance, marketers may be able to compete more effectively with other business function narratives. 22 depth interviews were collected of finance and marketing managers within firms, repeated across 10 firms of various sizes and in various industries. 689 narrative events and descriptions were used for analysis. Narratological investigation revealed three themes concerning marketing and finance's narrative competition, Theme #1, "Finance as Watchdog"; Theme # 2, "Who Is Really Managing the Brand?" and Theme #3, "How Finance is Your Marketing?".

ISBN: 9781267730817Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Narrative, marketing, and persuasion: How storytelling contributes to marketing's influence within the firm.
LDR:02359nam a2200301 4500 001 1963623
005 20141007080156.5
008 150210s2012 ||||||||||||||||| ||eng d
020 $a 9781267730817
035 $a (MiAaPQ)AAI3543882
035 $a AAI3543882
040 $a MiAaPQ $c MiAaPQ
100 1 $a Key, Thomas Martin. $3 2099915
245 1 0 $a Narrative, marketing, and persuasion: How storytelling contributes to marketing's influence within the firm.
300 $a 100 p.
500 $a Source: Dissertation Abstracts International, Volume: 74-03(E), Section: A.
500 $a Advisers: Terry Clark; Cheryl Burke Jarvis.
502 $a Thesis (Ph.D.)--Southern Illinois University at Carbondale, 2012.
520 $a 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 marketing's declining influence. Narratology is a humanities-based discipline which explores what stories are, what they do, and how they work. It is well suited for exploring how influence is generated, gained and/or lost, within social and organizational settings. This dissertation suggests that narrative significantly impacts understanding which business function (marketing, finance, accounting, etc.) has greater influence within the firm. Moreover, by understanding how narrative carries influence between marketing and finance, marketers may be able to compete more effectively with other business function narratives. 22 depth interviews were collected of finance and marketing managers within firms, repeated across 10 firms of various sizes and in various industries. 689 narrative events and descriptions were used for analysis. Narratological investigation revealed three themes concerning marketing and finance's narrative competition, Theme #1, "Finance as Watchdog"; Theme # 2, "Who Is Really Managing the Brand?" and Theme #3, "How Finance is Your Marketing?".
590 $a School code: 0209.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Sociology, Organizational. $3 1018023
650 4 $a Business Administration, Management. $3 626628
650 4 $a Psychology, Industrial. $3 520063
690 $a 0338
690 $a 0703
690 $a 0454
690 $a 0624
710 2 $a Southern Illinois University at Carbondale. $b Business Administration. $3 1029913
773 0 $t Dissertation Abstracts International $g 74-03A(E).
790 $a 0209
791 $a Ph.D.
792 $a 2012
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3543882