|||Building on real-life case studies, Laura Oswald offers a broad-ranging and stimulating framework for understanding how semiotics (broadly defined) can be applied to address a large variety of marketplace problems. * Christian Pinson, Emeritus Professor of Ma
In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves. Strong brands leverage consumer investments in the cultural myths, social networks, and ineffable experiences they associate with marketing signs and rituals. Creati...
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You can specify the type of files you want, for your device.Creating Value: The Theory and Practice of Marketing Semiotics Research | Laura R. Oswald. I really enjoyed this book and have already told so many people about it!
