"Five little words: BlackBerry, Accenture, Viagra, Cayenne, ebusiness. Two of the words are appropriated (BlackBerry and Cayenne); two are completely made up (Viagra and Accenture); and one (ebusiness) is a composite word made of a word and a letter that already exist. . . .These five words are the characters in this book." Words shape and move the modern marketplace; they are at once ubiquitous and invisible. But where do words such as Saturn, PowerBook, and Tylenol originate? How did we come to "xerox" our paperwork and "have a cup of Starbucks"? Which names work, and why? For journalist Alex Frankel, what began as an exercise in curiositytracing the evolution of a handful of the most successful brand names from the marketplace to their places of originresulted in a yearlong journey in which he gained access to a previously undiscovered world of forwardthinking creatives: professional namers, the unique group of marketers responsible for inventing words that ultimately become a part of our everyday vocabularies.Wordcraft is Frankel's indepth look at how companies name themselves and their products and, in the process of defining their business through words and language, develop narratives that define the way they present themselves to the outside world. His lively, flyonthewall narrative takes us into the conference rooms of Lexicon, the world's largest professional naming firm, where we see how the highly successful email pager known as the BlackBrry got its name. We travel to Germany to learn how Porsche approached the naming of its controversial SUV, a car that challenged the company's famously sporty image. The creative team behind Viagra explains how they took a completely fabricated word and turned it into a powerful idea. We witness how IBM assumed ownership of the word and story of "ebusiness" and in so doing turned around its corporate mindset and returned to a dominant industry position.The book is filled with stories about how things get their names, but it's not just tales of business meetings and product launches. We meet the characters who populate the naming world, "information age neologists" like freelance namer Andrea Michaels, who plays professional Scrabble and competes on TV game shows when not brainstorming for corporate clients. And we learn about the civic unrest that erupted in Denver when the naming rights for Mile High Stadium were sold. Frankel laces his narrative with cultural and historical references and quotations from thinkers as diverse as Marianne Moore and Lawrence Lessig, all of which add a layer of richness and depth to this book's multithreaded and engaging stories.For anyone intrigued by the power of words and ideas in today's marketplace, Wordcraft is a captivating tour of a fascinating world.From the Hardcover edition.
This book addresses a modern topic in reliability: multi-state and continuous-state system reliability, which has been intensively developed in recent years. It offers an up-to-date overview of the latest developments in reliability theory for multi-state systems, engineering applications to a variety of technical problems, and case studies that will be of interest to reliability engineers and industrial managers. It also covers corresponding theoretical issues, as well as case studies illustrating the applications of the corresponding theoretical advances. The book is divided into two parts: Modern Mathematical Methods for Multi-state System Reliability Analysis (Part 1), and Applications and Case Studies (Part 2), which examines real-world multi-state systems. It will greatly benefit scientists and researchers working in reliability, as well as practitioners and managers with an interest in reliability and performability analysis. It can also be used as a textbook or as a supporting text for postgraduate courses in Industrial Engineering, Electrical Engineering, Mechanical Engineering, Applied Mathematics, and Operations Research.
This complete resource on the theory and applications of reliability engineering, probabilistic models and risk analysis consolidates all the latest research, presenting the most up-to-date developments in this field.
With comprehensive coverage of the theoretical and practical issues of both classic and modern topics, it also provides a unique commemoration to the centennial of the birth of Boris Gnedenko, one of the most prominent reliability scientists of the twentieth century. Key features include: expert treatment of probabilistic models and statistical inference from leading scientists, researchers and practitioners in their respective reliability fields detailed coverage of multi-state system reliability, maintenance models, statistical inference in reliability, systemability, physics of failures and reliability demonstration many examples and engineering case studies to illustrate the theoretical results and their practical applications in industry Applied Reliability Engineering and Risk Analysis is one of the first works to treat the important areas of degradation analysis, multi-state system reliability, networks and large-scale systems in one comprehensive volume. It is an essential reference for engineers and scientists involved in reliability analysis, applied probability and statistics, reliability engineering and maintenance, logistics, and quality control. It is also a useful resource for graduate students specialising in reliability analysis and applied probability and statistics.
Dedicated to the Centennial of the birth of Boris Gnedenko, renowned Russian mathematician and reliability theorist