Curious to know just what happens behind the "employees only" doors of big companies, journalist Alex Frankel embarked on an undercover reporting project to find out how some of America's well-known companies win the hearts and minds of their retail and service employees. Frankel knew the only way to find answers was to go native. During a two ...
In "Wordcraft," Frankel, a business writer who once briefly worked as a namer, tells the story of how five major brands got their names: BlackBerry, Accenture, Viagra, the Porsche Cayenne, and IBMUs "e-business."
Curious to know just what happens behind the 'employees only' doors of big companies, journalist Alex Frankel embarked on an undercover reporting project to find out how some of America's well-known companies win the hearts and minds of their retail and service employees.Frankel knew the only way to find answers was to go native. During a two-year ...
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