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Wordcraft : The Art of Turning Little Words into Big Business

Frankel, Alex
34.79 SGD
Member Price
31.32
English

Product Description

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. Reprint. 20,000 first printing.

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