The Never-Ending Story Teller – A Narratological Genealogy of Storytelling in Marketing and Management
Storytelling has become remarkably important in marketing and in numerous other areas in the discipline of management and organization studies. While recent studies have only focussed on details, narratological theories, unlike other popular approaches, offer the chance to observe storytelling from...
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| Format: | Article |
| Language: | English |
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EconJournals
2020-09-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/10187 |