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Storynomics: Story-Driven Marketing in the Post-Advertising World, by Robert McKee

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the purpose of the purpose-told story is to transform the aesthetic pleasure of a story’s climax into a viable action in the marketplace—to turn audiences into consumers.
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Storynomics: Story-Driven Marketing in the Post-Advertising World
Storynomics: Story-Driven Marketing in the Post-Advertising World
by Robert McKee
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