机读格式显示(MARC)

• 000 01624cam a2200325 a 4500

• 001 0000374062

• 003 CAL

• 005 20190929154400.0

• 008 040521s2004 enka b 001 0 eng

• 010 __ |a 2004012206

• 016 7_ |a 012874621

• 020 __ |a 0195168720 (hardcover : alk. paper)

• 040 __ |a DLC |c DLC |d UKM |d C#P |d NLC |d CFU

• 042 __ |a pcc

• 050 00 |a HD69.B7 |b R58 2004

• 082 00 |a 658.8/27 |2 22

• 090 __ |a F273.2/E17

• 093 __ |a F273.2 |2 4

• 099 __ |a CAL 022006067893

• 100 1_ |a Rivkin, Steve, |d 1947-

• 245 14 |a The making of a name : |b the inside story of the brands we buy / |c Steve Rivkin and Fraser Sutherland.

• 260 __ |a Oxford ; |a New York : |b Oxford University Press, |c c2004.

• 300 __ |a x, 275 p. : |b ill. ; |c 24 cm.

• 504 __ |a Includes bibliographical references (p. 230-246) and index.

• 505 0_ |a 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.

• 650 _0 |a Brand name products.

• 700 1_ |a Sutherland, Fraser.

• 856 41 |3 Table of contents |u http://www.loc.gov/catdir/toc/fy052/2004012206.html

• 920 __ |a 222016 |z 1

• 998 __ |a HST