edf40wrjww2CF_PaperMaster:Desc
Table of Contents
1 Introduction .......................................................................... 1
1.1 Background ................................................................................... 1
1.2 Problem Discussion....................................................................... 2
1.3 Purpose......................................................................................... 3
1.4 Delimitation ................................................................................... 3
2 Frame of Reference .............................................................. 4
2.1 Service Marketing.......................................................................... 4
2.2 Marketing Communications........................................................... 5
2.2.1 Communication Process..................................................... 6
2.2.2 Marketing Communication Models...................................... 7
2.2.3 Marketing Communication Tools ........................................ 8
2.2.4 Consumer and Business Markets....................................... 9
2.2.5 Integrated Marketing Communications ............................. 10
2.2.6 Word of Mouth .................................................................. 13
2.3 Storytelling .................................................................................. 14
2.3.1 Explore Storytelling........................................................... 14
2.3.2 Develop Storytelling.......................................................... 15
2.3.3 Implement Storytelling ...................................................... 16
2.3.4 Problems with Storyte ...