Frankel, Alex. <br/><br/>
Wordcraft :  the art of turning little words into big business / 
 Word craft 
Alex Frankel. 
 - 1st ed. 
 - New York :  Crown Publishers,  c2004. 
 - xii, 241 p. ;  22 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Hunting words -- Camouflage and code names -- BlackBerry : sending a quick message -- Maverick thinking -- Accenture adapts to the future -- Into the vernacular -- Love is the drug -- Getting the word out -- Stories -- Futurecasting -- Summing up. 
<br/><br/> Traces the evolution of some of the country's most successful brand names, explaining how businesses define the way they present themselves to the outside world through the naming of themselves and their products. 
<br/><br/> Adult  Follett Library Resources.  Adult. 
<br/><br/><label>ISBN: </label>1400051045 (hardcover) 
<br/><br/><label>LCCN: </label>2003019670 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Case studies.<br/>Business names--Case studies.<br/>Advertising.<br/>Marketing.<br/>Creative ability in business.<br/>Brand name products--Case studies.<br/>Trademarks--Case studies.<br/>Advertising.<br/>Marketing.<br/>Creative ability.<br/>Business.
<br/><br/><label>LC Class. No.: </label>HF6161.B4  / F73 2004 
<br/><br/><label>Dewey Class. No.: </label>658.8/27