Wordcraft: The Art of Turning Little Words into Big Business
Books / Hardcover
Books › Business & Economics › Marketing › General
ISBN: 1400051045 / Publisher: Crown, April 2004
A narrative on the literary aspects of brand creation offers an insider's perspective on professiona...
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A narrative on the literary aspects of brand creation offers an insider's perspective on professional naming marketing strategy, sharing anecdotes about such brands as Viagra and IBM's "e-business" to reveal how consumer behavior is profitably influenced in a variety of markets. 35,000 first printing.
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