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Acknowledgments ix
Introduction: The Marketing Crisis xv Part 1 The Marketing Revolution Chapter 1 Advertising, A Story of Addiction 3 Chapter 2 Marketing, A Story of Deception 19 Part 2 Story Creation Chapter 3 The Evolution of Story 33 Chapter 4 The Definition of Story 45 Chapter 5 The Full Story 58 Chapter 6 The Purpose-Told Story 84 Part 3 Putting Story To Work Chapter 7 Story and the CMO 127 Chapter 8 Storified Branding 133 Chapter 9 Storified Advertising 153 Chapter 10 Storified Demand and Lead Generation 160 Chapter 11 Building Audience 183 Chapter 12 Storified Sales 199 Chapter 13 Nomics 214 Conclusion: Tomorrow 219 Notes 225 Index |
THOMAS GERACE
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