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 Barlow, Janelle and Maul, Dianna.

Emotional Value: Creating Strong Bonds With Your


Customers. San Francisco, CA: Berrett-Koehler Publishers, Inc., 2000.

 Bettelheim, Bruno. The Uses of Enchantment: The Meaning and Importance of Fairy Tales.
New York, NY. Vintage Books, 1989.

http://www.yale.edu/ynhti/curriculum/units/1989/3/89.03.05.x.html

 Buner, Jerome. Acts of Meaning. Cambridge, MA: Harvard University Press. 1990

 Campbell, Joseph. Flight of the Wild Gander. Chicago, IL: Henry Regnery and Company. 1956.

 ____________. The Mythic Image. Princeton, NJ: Princeton University Press/Bollingen Series
C. 1974.

 _____________. Transformations of Myth Through Time. New York, NY: Harper and Row.
1990.

 Damsio, Antonio. Descartes’ Error: Emotion, Reason, and the Human Brain. Berkley, CA: G.P.
Putnam’s Sons. 1994.

 Dundes, Alan (Ed). Sacred Narrative: Readings in the Theory of Myth. Berkley, CA: University
of California Press. 1984.

 Fog, Klaus and Budtz, Christian and Yakaboylu, Baris. Storytelling: Branding in Practice.
Berlin: Springer. 2005.

 Frye, Northrup. Anatomy of Criticism. Princeton, NJ. Princeton University Press. 1957

 Jung, Carl, G. Symbols of Transformation. (trans. R.F.C. Hull) Princeton, NJ: Bollingen Press.
1956.

 _____________. The Archetypes and the Collective Unconscious. (trans. R.F.C. Hull)
Princeton, NJ: Bollingen Press. 1959.

 _____________. The Structure and Dynamics of the Psyche. (trans. R.F.C. Hull) Princeton,
NJ: Bollingen Press. 1960.

 _____________. Man and His Symbols. Garden City, NY: Doubleday & Company. 1964.

 Mark, Margaret and Pearson, Carol S. The Hero and the Outlaw: Building Extraordinary
Brands Through the Power of Archetypes. New York, NY: McGraw Hill. 2001.

 McKee, Robert and Fryer, Bronwyn. “Storytelling that Moves People”.Harvard Business
Review, June 2003. 

 Lincoln, Bruce. Theorizing Myth: Narrative, Ideology and Scholarship. Chicago, IL. University
of Chicago Press. 1999.

 Pink, Daniel H. A Whole New Mind: Why Right Brainers Will Rule the Future. New York, NY.
The Penguin Group. 2005
 O’Shaughnessy, John and O’Shaughnessy, Nicholas. The Marketing Power of Emotion.
Oxford, UK. Oxford University Press, 2003.

 Scholes, Robert and Kellogg, Robert. The Nature of Narrative. New York, NY: Oxford
University Press, 1966.

 Vincent, Laurence. Legendary Brands: Unleashing the Power of Storytelling to Create a


Winning Market Strategy. Chicago, IL: Dearborn Trade Publishing Co., 2002.

 Wachtman, Edward. “Storytelling: The Narrative Structure of Evaluation.”Communication


Strategies in Evaluation. Ed. Nick L. Smith. Beverly Hills, CA: Sage, 1982. 89-119.

 Wells, Stephanie. “In Search of the Buy Button.”Forbes. September 1, 2003.

 Zaltman, Gerald. How Customers Think: Essential Insights Into the Mind of the Market.
Boston, MA: Harvard Business School Press, 2003.

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