Alex Frankel: Wordcraft: The Art of Turning Little Words Into Big Business
- Yhteenveto
- Kategoria: filosofia & psykologia, alakategoria: psykologia
- Materiaali: Nidottu
- Kustantaja: Three Rivers Press (CA)
- Kieli: englanti
- ISBN: 9781400051052
- Lisätiedot
- Katseltu: 114 krt
- Suosituksia: 4 kpl
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In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how ve 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 lled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more. '