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Buzz Words

How Little Words Become Billion Dollar Brands

By (author) Alex Frankel
Genres: Market research
Format: Hardback
Publisher: John Wiley and Sons Ltd, New York, United States
Imprint: John Wiley & Sons Inc
Published: 29th Nov 2002
ISBN-10: 0471213780
ISBN-13: 9780471213789
Barcode No: 9780471213789
Go behind the scenes as eight new brand names are launched into the marketplace

Unlike other marketing and branding books that examine trends in retrospect, 3-2-1 Launch! follows eight new brand name products or services as they enter the market. Will they become part of the public consciousness? The answer is the subject of Alex Frankels in-depth chronicle of the birth of brands. Brand-building can begin with just a name, but evolves from multiple efforts working together. The real-time product launches highlighted in this book are perfect fodder for helping brand managers, marketers, product developers, and executives understand what works and what doesnt when launching a new product. The launch stories covered in the book include a new Porsche SUV, an edgy pharmaceutical drug, and the emergence of Accenture.

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