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The Resource Words that work : it's not what you say, it's what people hear, Frank Luntz

Words that work : it's not what you say, it's what people hear, Frank Luntz

Label
Words that work : it's not what you say, it's what people hear
Title
Words that work
Title remainder
it's not what you say, it's what people hear
Statement of responsibility
Frank Luntz
Creator
Subject
Language
eng
Summary
Communications expert Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because "satellite" was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book is for you.--From publisher description
Cataloging source
DLC
Index
index present
Literary form
non fiction
Nature of contents
bibliography
Label
Words that work : it's not what you say, it's what people hear, Frank Luntz
Instantiates
Publication
Copyright
Bibliography note
Includes bibliographical references (pages [297]-301) and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
The ten rules of effective language -- Preventing message mistakes -- Old words, new meaning -- How "words that work" are created -- Be the message -- Words we remember -- Corporate case studies -- Political case studies -- Myths and realities about language and people -- What we REALLY care about -- Personal language for personal scenarios -- Twenty-one words and phrases for the twenty-first century
Control code
ocm70046041
Dimensions
25 cm
Edition
First edition.
Extent
xxiii, 324 pages
Isbn
9781401302597
Lccn
2006043737
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Label
Words that work : it's not what you say, it's what people hear, Frank Luntz
Publication
Copyright
Bibliography note
Includes bibliographical references (pages [297]-301) and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
The ten rules of effective language -- Preventing message mistakes -- Old words, new meaning -- How "words that work" are created -- Be the message -- Words we remember -- Corporate case studies -- Political case studies -- Myths and realities about language and people -- What we REALLY care about -- Personal language for personal scenarios -- Twenty-one words and phrases for the twenty-first century
Control code
ocm70046041
Dimensions
25 cm
Edition
First edition.
Extent
xxiii, 324 pages
Isbn
9781401302597
Lccn
2006043737
Media category
unmediated
Media MARC source
rdamedia
Media type code
n

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