Story selling: how LEGO told a story and sold a toy

Author: Fonnesbaek Jeppe   Andersen Morten Melbye  

Publisher: Emerald Group Publishing Ltd

ISSN: 1747-3616

Source: Young Consumers: Insight and Ideas for Responsible Marketers, Vol.6, Iss.3, 2005-01, pp. : 31-39

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Abstract