TITLE

FROM THE BOOKSHELF OF

PUB. DATE
May 2005
SOURCE
Brand Strategy;May2005, Issue 192, p40
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the book "My Cousin, My Gastroenterologist," by Mark Layner. Short stories of the late 1980s; Use of consumer language out of context; Reminder of how much of what brands mean is beyond the control of marketers.
ACCESSION #
17248887

 

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