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Marketing Semiotics : Signs, Strategies, and Brand Value.
Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meani...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Oxford :
OUP Oxford,
2011.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.