TY  - BOOK
AU  - Frankel,Alex
TI  - Wordcraft: the art of turning little words into big business 
SN  - 1400051045 (hardcover)
AV  - HF6161.B4 F73 2004
U1  - 658.8/27 22
PY  - 2004///
CY  - New York
PB  - Crown Publishers
KW  - Brand name products
KW  - Case studies
KW  - Business names
KW  - Advertising
KW  - Marketing
KW  - Creative ability in business
KW  - sears
KW  - Trademarks
KW  - Creative ability
KW  - Business
N1  - Includes bibliographical references and index; 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; Adult; Follett Library Resources; Adult
N2  - 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
ER  -