Wordcraft :
Frankel, Alex.
Wordcraft : the art of turning little words into big business / Alex Frankel. - New York : Crown Publishers, c2004. - xii, 241 p. ; 22 cm.
Includes bibliographical references (p. 219-230) and index.
Hunting words -- Camouflage and code names -- BlackBerry : sending a quick message -- Maverick thinking -- Accenture adapts to the future -- t Into the vernacular -- t Love is the drug -- Getting the word out -- Stories -- Futurecasting -- Summing up.
1400051045 (hbk.) 9781400051045 (hbk.)
Brand name products--Case studies.
Business names--Case studies.
Advertising.
Marketing.
Creative ability in business.
658.827 / FRA 2004
Wordcraft : the art of turning little words into big business / Alex Frankel. - New York : Crown Publishers, c2004. - xii, 241 p. ; 22 cm.
Includes bibliographical references (p. 219-230) and index.
Hunting words -- Camouflage and code names -- BlackBerry : sending a quick message -- Maverick thinking -- Accenture adapts to the future -- t Into the vernacular -- t Love is the drug -- Getting the word out -- Stories -- Futurecasting -- Summing up.
1400051045 (hbk.) 9781400051045 (hbk.)
Brand name products--Case studies.
Business names--Case studies.
Advertising.
Marketing.
Creative ability in business.
658.827 / FRA 2004