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Word craft : the art of turning little words into big business
Frankel, Alex.
Adult Nonfiction HF6161.B4 F73 2004
Frankel, Alex.
Adult Nonfiction HF6161.B4 F73 2004
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Summary: In "Wordcraft," 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 IBMUs "e-business."
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