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Carregando... Wordcraft: The Art of Turning Little Words into Big Businessde Alex Frankel
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Registre-se no LibraryThing tpara descobrir se gostará deste livro. Ainda não há conversas na Discussão sobre este livro. Tells the stories of several companies work to define themselves with new names (Accenture, the consulting arm of the now defunct Big Eight accounting firm Arthur Anderson) or terms such as e-business (IBM in the mid 1990's as they transitioned from big computing to network computing and were attempting to re-launch their company around this emerging technology). ( ) RABCK from hostile17; The author studies 5 words that didn't exist in the present context in 1994, but did in 2004: BlackBerry, Accenture, Viagra, Cayenne and e-business. He investigates the business of "naming", which I didn't even know WAS a business. And delves into how and why a name is picked. Is it trademarked or not? What is it supposed to do? Mean? Emotional or not? Something that gets added to the Oxford English Dictionary or not? Fascinating story, but the chapters don't need to be read sequentially, so it tended to get put down and burried periodically. Now off to MyssCyn as a tag. Sorry for the long wait! I just started this book but I probably won't finish it. I wish I had a word for non-fiction books that should have just been a magazine article. I don't think this topic can really support a book-length treatment. I really don't care about the author's moods/life quest/search for a job/what have you. This is greatly overblown. sem resenhas | adicionar uma resenha
In Wordcraft, Alex 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 IBM’s “e-business.” Behind each name is an account of how words and language infuse the products we use every day with meaning, and how great words actually succeed in changing people’s behavior. The book is filled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more. Não foram encontradas descrições de bibliotecas. |
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Google Books — Carregando... GênerosClassificação decimal de Dewey (CDD)658.8Technology Management and auxiliary services Management Of MarketingClassificação da Biblioteca do Congresso dos E.U.A. (LCC)AvaliaçãoMédia:
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