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Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)

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Authors
Woodside, Arch
Sood, S.
Date
2016
Type
Book

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Woodside, A. and Sood, S. 2016. Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM). Emerald/Bingley, UK.
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School of Marketing
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Abstract

This book provides tools for confirming relevancy and falsifying incorrect archetype assignments of stories consumers and brands tell.