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Storytelling Como Estrategia de Comunicación: Herramientas Narrativas Para Comunicadores, Creativos Y Emprendedores

Storytelling Como Estrategia de Comunicación: Herramientas Narrativas Para Comunicadores, Creativos Y Emprendedores

          
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About the Book

​Érase una vez un mundo en el que la comunicación funcionaba solo en una dirección. Cada día, marcas e instituciones se limitaban a repetir su mensaje muchas veces. Pero entonces, llegó un tsunami digital, arrasó aquel mundo, y el público empezó a decidir cómo y cuándo deseaba recibir la información. Por ese motivo, las marcas tuvieron que reinventar completamente sus estrategias de comunicación. Hasta que un día, apareció el storytelling como una metodología perfectamente adaptada al nuevo contexto. Desde entonces, la comunicación de marcas e instituciones ya no volvería a ser nunca más la simple emisión unilateral de un mensaje. Se convirtió en una forma de tejer un vínculo más complejo y más rico con los usuarios. Las historias nos emocionan, nos inquietan, permanecen en nuestra memoria y reaparecen para influirnos cuando tenemos que actuar. Este libro desgrana el arte del storytelling como técnica de comunicación y lo aborda en todas sus dimensiones --vivencial, cultural, racional-- para que comprendamos bien sus mecanismos de funcionamiento y logremos transmitir eficazmente mensajes en forma de narración.

Once upon a time, communication went only one way. Brands and institutions were limited to repeating their messages over and over. But when the digital era hit, the public began to choose how and when they wanted to receive this information, and brands had to completely reinvent their communication strategies. But one day, storytelling emerged as a methodology perfectly adapted to the new context and brand and institutional communications became a way to build richer and more complex connections with users. This book explains the art of storytelling as a communication technique in all its dimensions to help us transmit messages effectively.


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Product Details
  • ISBN-13: 9788425232046
  • Publisher: Editorial Gustavo Gili
  • Publisher Imprint: Editorial Gustavo Gili
  • Height: 229 mm
  • No of Pages: 176
  • Spine Width: 15 mm
  • Weight: 499 gr
  • ISBN-10: 842523204X
  • Publisher Date: 01 May 2020
  • Binding: Paperback
  • Language: Spanish
  • Returnable: Y
  • Sub Title: Herramientas Narrativas Para Comunicadores, Creativos Y Emprendedores
  • Width: 165 mm


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