Marketing Semiotics : Signs, Strategies, and Brand Value.
Title:
Marketing Semiotics : Signs, Strategies, and Brand Value.
Author:
Oswald, Laura R.
ISBN:
9780191617867
Personal Author:
Physical Description:
1 online resource (233 pages)
Contents:
Cover -- CONTENTS -- ACKNOWLEDGMENTS -- LIST OF FIGURES -- LIST OF TABLES -- Introduction -- 1. Semiotics in the World of Goods -- 2. Marketing Semiotics -- 3. Mining the Consumer Brandscape -- 4. Brand Discourse -- 5. Mining the Multicultural Brandscape -- 6. The Semiotics of Consumer Space -- 7. New Directions in Marketing Semiotics -- REFERENCES -- INDEX -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Z.
Abstract:
The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
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