Read and Download Wordcraft Online Book PDF
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ByAlex Frankel
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32
“What you don’t know would make a great book.” –Sydney Smith
Synopsis
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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