金石堂
《故事的解剖》《對白的解剖》好萊塢編劇教父
將說故事的藝術帶入商業競技場
橫跨行銷、經濟、領導學與企業經營
「故事力」是本世代勝出的關鍵！
羅伯特．麥基自1983年開始在全世界開設的「STORY講座」，影響的不只是無數電影界獎座常勝軍，更跨足企業界與法律圈。他的故事學不止讓人掌握好劇本的設計，也幫助人們運用在口說、辯論、行銷術語之中。
麥基的經典前作《故事的解剖》講述故事的結構與要素等主要原則，《對白的解剖》聚焦對白的動靜與設計，最新著作Storynomics則將故事力從編劇的世界擴展到各行各業。麥基與數位行銷專家、Skyword執行長Tom Gerace聯手，為廣告衰退的品牌指引路徑。他們成功的引導三星、萬豪、飛利浦、微軟、Nike、IBM、與西門子等企業，將他們的行銷由「廣告中心」轉換為「故事中心」走向，以故事驅動取代傳統廣告型態。
本書精選B2B和B2C品牌領頭羊的故事驅動策略和案例研究，展示原創的故事講述如何提供超越傳統廣告的效果。品牌如何與他們的客戶產生連結？一切答案均呼之欲出。(文/博客來編譯)
Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee -- STORYNOMICS translates the lessons of storytelling in business into economic and leadership success.
Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the page. The cornerstone of his program is his singular book, Story, which has defined how we talk about the art of story creation.
Now in STORYNOMICS, McKee partners with digital marketing expert and Skyword CEO Tom Gerace to map a path for brands seeking to navigate the rapid decline of interrupt advertising. After successfully guiding organizations as diverse as Samsung, Marriott International, Philips, Microsoft, Nike, IBM, and Siemens to transform their marketing from an ad-centric to story-centric approach, McKee and Gerace now bring this knowledge to business leaders and entrepreneurs alike.
Drawing from dozens of story-driven strategies and case studies taken from leading B2B and B2C brands, STORYNOMICS demonstrates how original storytelling delivers results that surpass traditional advertising. How will brands and their customers connect in the future? STORYNOMICS provides the answer.
Review
PRAISE FOR STORYNOMICS AND ROBERT MCKEE
"Essential reading for any company looking to build a loyal audience through great storytelling."― Simon Mulcahy, Chief Marketing Officer, Salesforce
"Storynomics should be required training for every marketer -- regardless of level or industry. It is truly a special treat to learn from these masters of storytelling."― David Beebe, Emmy-winning Producer, Brand Storyteller; Former VP, Global Creative and Content Marketing & Founder of Marriott Content Studio, Marriott International
"We have worked with Robert McKee for over five years and his Storynomics techniques have opened the door to our innovation and growth. A must read!"― Robert J. DeKoch, President & COO, The BOLDT Company
"If you want a clear and concise look at how modern brands are connecting with their customers today, Storynomics is it."― Brian Moody, Executive Editor, Autotrader
"Some look at recent upheavals in the marketing landscape and see shrinking opportunities, rising costs, and distracted, indifferent audiences. Storynomics is written for another group: those who see in these changes an opportunity to tell a deeper, more personal story to their audiences."― Pat Partridge, Chief Marketing Officer, Western Governors University
"McKee is the world's best-known and most respected lecturer of Storytelling Arts."― Wall Street Journal
"McKee and Gerace are storytelling whizzes who give great advice and great supporting stories. Their tips and recommendations are simple to follow with a step-by-step methodology."― Eduardo Arteaga, AVP of Digital Marketing, US Bancorp
"Between ad blockers, skippable commercials, and everything in between, marketers need to evolve to market in a form that is accepted by potential customers. Storynomics provides a blueprint marketing strategy that helps you connect to your audience in a meaningful way."― Jessica Snavely, Director Performance Marketing, Automattic
