Wordcraft-Business and Management-買書書 BuyBookBook
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Wordcraft-Business and Management-買書書 BuyBookBook

Wordcraft

The Art of Turning Little Words into Big Business

Alex Frankel (Author) ... more
Edition: US - Paperback / softback
Price:
HK$92.00 HK$140.00
Stock:
Out of stock
Product Info
English • Age Adult - Adult
256 pages • 13.21 x 20.17 x 1.4 cm
Approx. weight: 0.54 kg
Publication date: 22 Mar,2005
Barcode/ ISBN: 9781400051052 • Crown Currency
More books in English for Age Adult - Adult
Business and Management

Description

By: Alex Frankel  
In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how five major brands got their names: BlackBerry, Accenture, Viagra, the Porsche Cayenne, and IBM’s “e-business.” Behind each name is an account of how words and language infuse the products we use every day with meaning, and how great words actually succeed in changing people’s behavior. The book is filled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more.

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