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1. 16. Storytelling : A Study of Marketing Communication in the Hospitality Industry

   Magister-uppsats, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

   Författare :Maria Ågren; Martina Ölund; [2007]
   Nyckelord :Storytelling; Marketing Communications; Integrated Marketing Communications; Word of Mouth; Hospitality; Hotels;

   Sammanfattning : There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector. LÄS MER