The Making of a Name: The Inside Story of the Brands We Buy Steve Rivkin, Fraser Sutherland, Jack Trout

How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph. In this indispensable guide, the authors share the Это и многое другое вы найдете в книге The Making of a Name: The Inside Story of the Brands We Buy (Steve Rivkin, Fraser Sutherland, Jack Trout)