Creating value : the theory and practice of marketing semiotics research /

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Bibliographic Details
Author / Creator:	Oswald, Laura R., author.
Imprint:	Oxford : Oxford University Press, 2015. ©2015
Description:	1 online resource (xiv, 189 pages)
Language:	English
Subject:	Semiotics in advertising. Advertising -- Research. Branding (Marketing) Value. Advertising -- Research. Branding (Marketing) Semiotics in advertising. Value. Electronic books.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/12540258

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ISBN:	9780191631566 0191631566 1322884293 9781322884295 9780199657278 0199657270
Notes:	Includes bibliographical references and index. Print version record.
Summary:	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. Creating Value: The Theory and Practice of Marketing Semiotic Research is a guide to managing these investments by managing the cultural c.
Other form:	Print version: Oswald, Laura R. Creating Value : The Theory and Practice of Marketing Semiotics Research. Oxford : Oxford University Press, ©2014 9780199657278

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