TY  - BOOK
AU  - John,C.Frederic
TI  - Storytelling and market research: a practical user guide 
SN  - 9781003202516
U1  - 658.8/3 
PY  - 2022///
CY  - New York, NY
PB  - Routledge
KW  - Marketing research
KW  - Business communication
KW  - Business presentations
KW  - Storytelling
KW  - BUSINESS & ECONOMICS / Marketing / Research
KW  - bisacsh
KW  - BUSINESS & ECONOMICS / Business Communication / General
KW  - BUSINESS & ECONOMICS / Business Communication / Meetings & Presentations
N2  - "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 Fred 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"--
UR  - https://www.taylorfrancis.com/books/9781003202516
ER  -