【2015新书】Creating Value: The Theory and Practice of Marketing Semiotics Research

Book 图书名称：Creating Value: The Theory and Practice of Marketing Semiotics Research
Author 作者：Laura R. Oswald
Publisher 出版社：Oxford University Press
Page 页数：224
Publishing Date 出版时间：March 22, 2015
Language 语言：English
Size 大小：3 MB
Format 格式：pdf文字版
ISBN:0199657262, 9780199657261
Edition: 第1版搜索过论坛，没有该文档


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 codes that define value in a market or consumer segment.

The book extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space. The book invites readers to challenge the current thinking on topics ranging from cultural branding and brand rhetoric to digital media management and service site design. It also emphasizes the role of product category codes and cultural trends in the production of perceived value.

Creating Value explains theory in language that is accessible to academics and students, as well as research practitioners and marketers. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature. The book also provides practitioners and professors with a practical guide to the methods used in semiotic research across the marketing mix.

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