Schaefer, Wolfgang; Kuehlwein, J. P. - In: Marketing Review St.Gallen 33 (2016) 1, pp. 64-69
Storytelling has become the hot topic in marketing for many reasons. Truly successful marketers however try not to just build their brands around stories but imbue and elevate them through myths. In the course of the past four years, the authors have analyzed more than 100 cases across all price...