Marketing semiotics : signs, strategies, and brand value / Laura R.

Format:

Book

Author/Creator:

Oswald, Laura R.

Language:

English

Subjects (All):

Communication in marketing.

Semiotics.

Physical Description:

xii, 218 p. : ill.

Edition:

1st ed.

Place of Publication:

Oxford ; New York : Oxford University Press, 2012.

Summary:

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.

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.

Notes:

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

0191617865

9780191617867

OCLC:

772845021