ISBN: | 9781400051052 |
Publisher: | Crown |
Published: | 15 April, 2005 |
Format: | Paperback |
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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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