The Benefits of Strategic Naming
Clive Chajet
(Chairman and CEO of Lippincott & Margulies Inc., an identity and image management firm headquartered in New York City)
189
Abstract
One has only to walk down the aisle of a local supermarket or industry tradeshow to understand how far today's market has evolved from a place in which companies offered one product and customers simply bought it. Transformed by free market competition, self‐service technology, mass communications, and globalization, the market now permits customers to fulfill their most individual need or passing whimsy.
Citation
Chajet, C. (1991), "The Benefits of Strategic Naming", Journal of Business Strategy, Vol. 12 No. 5, pp. 61-64. https://doi.org/10.1108/eb039447
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited