Marketing

You don't have a brand-whether it's for a company or a product-until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus-not to mention Scrabble-and pick up Brand Naming.

The Concise Encyclopedia of Advertising is a comprehensive yet to-the-point compilation of terms and concepts used in the advertising industry.

The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.