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商品詳細
Storytelling and Market Research : A Practical User Guide.
・ISBN 978-1-032-06487-1 hard GB£ 171.99
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・ISBN 978-1-032-06485-7 paper GB£ 37.99
￥12,035.- (税込) ※（※）価格はご注文時の参考価格となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-20251-6
| 著者・編者 | John, C. Frederic, |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2021.11 |
| ページ数 | 186 pp. |
| 言語 | ENG |
| ニュース番号 | ＜664-1382＞ |
解説
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. 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.