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Google: The Surprising Success of the Search Engine
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ISBN
:
9788130907857
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Publisher
:
Cyan Communications
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
168
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Year
:
2009
₹
195.0
₹
195.0
195.0
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Description
Larry Page and Surgery Brain first met in 1995, and didn’t much take to each other. When they’d stopped arguing, they set about creating what has twice been voted the world’s best-loved brand. What’s more, they did it without much help from image consultants, brand professionals, or even marketing. Google is the word-of-mouth success story of our times. But is it a brand, or just a great product? Is it even that great a product, now the competition have raised their game? Will Microsoft’s search engine see the end of it? Neil Taylor traces the story of Google, the brand its users don’t even pay for. It’s easy to see why we like search engines, but why do we especially like Google? How much art, and how much artlessness, is there in its innocent - looking logo; the myth of the Google plex, its famous headquarters; that unique core principle, "don’t be evil"? Will Google’s founders be forgiven by the market for its "botched" IPO and "anarchic" corporate governance? And what, if any, lessons can be taken from its surprising success?
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Author Biography
Neil Taylor is an expert on brands, and how they use language. He is creative director of The Writer (www.thewriter.co.uk), where he advises companies on how to find the right words to express their identity. He also trains their people to become better writers at work. He works with organizations like the BBC, Merrill Lynch, BP, and Unilever. Neil was previously a senior consultant in the London office of Interbrand. He has also been an English teacher in Quebec City, and a linguistics student at Cambridge, with a sometime sideline as a calligrapher and painter. He is co-editor of From Here to Here, an alternative guide to London, published in 2005 by Cyan Books, and was a contributor to 26 Letters: Illuminating the alphabet, an exhibition at the British Library and a book also published by Cyan. Table of Contents Series editor’s preface Introduction What’s so special? Google beginning development Google brand basic elements Google brand principles Brands like Google Inside Google Great brand or great product? Google future So what? References
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