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题名/责任者:

The making of a name : the inside story of the brands we buy / Steve Rivkin and Fraser Sutherland.

出版发行项:

Oxford ; New York : Oxford University Press, c2004.

ISBN:

0195168720 (hardcover : alk. paper)

载体形态项:

x, 275 p. : ill. ; 24 cm.

个人责任者:

Rivkin, Steve, 1947-

附加个人名称:

Sutherland, Fraser.

论题主题:

Brand name products.

中图法分类号:

F273.2

书目附注:

Includes bibliographical references (p. 230-246) and index.

内容附注:

Introduction: the nature of names -- pt. 1. Names -- A typology of names -- Descriptive names: what you see is what you get -- Allusive names: more than greets the eye -- Coined names: new words for the language -- pt. 2. Naming -- Brainwaves and brainstorms -- Giving a good name -- Getting a bad name -- Scrabble scramble: how names are constructed -- Figures of brandspeak -- The sound of sales -- Symbols and their benefits -- Names heard round the world -- pt. 3. Namers -- An unlikely profession -- Making a list -- Checking it twice -- Spinning the name Web -- Naming's aftermath.

电子资源:

Table of contents    Table of contents http://www.loc.gov/catdir/toc/fy052/2004012206.html    

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