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oa Journal of Marketing - Once upon a time... : my word

 

Abstract

They say that there's nothing new any more, but I'd beg to differ. Within the realm of research we're starting to see a new and, quite frankly, fascinating approach called Story Telling, which may just disprove the old adage about statistics and lies. Judging from the market take-up across the world, it may even reshape the way in which we communicate to our markets.

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/content/mfsa1/2008/06/EJC75064
2008-06-01
2016-12-05
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