Grammar question

Subject: Grammar question
From: "Moshe Kruger (AllWrite)" <moshe -dot- kruger -at- gmail -dot- com>
To: "techwr-l -at- lists -dot- techwr-l -dot- com" <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Thu, 19 Mar 2009 11:12:26 +0200

Hi everyone,

Apostix (an imaginary name) is very similar (especially the last three
letters) to the real name of one of my clients.

What should be the genitive (possessive) form of the name?

The need to express that form arises most often in marketing texts, such as:

- Apostix's real-time solutions
- Apostix's marketing strategy

This question is relevant to everyday examples such as associating the hem
to a dress or a guitar to Jimmy Hendrix. Here, the authorities are divided:

*Usage 1*:
- The dress's hem
- Jimmy Hendrix's guitar
(here there is an additional, pronounced syllable)

*Usage 2*:
- Lloyd Bridges' son
- The dress' hem
(here there is no additional, pronounced syllable)

What is certain is that an apostrophe must be added. It is untenable to
write: Apostix real-time solutions.

My question is: *how should I indicate the possessive of Apostix in the most
correct, yet most unpompous way?*

Moshe Kruger
Mobile: +972-54-740-7232

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