Marketing semiotics : signs, strategies, and brand value / Laura R. Oswald.
Material type:
- 9780199566501
- 019956650X
- 9780199566495 (hbk.)
- 0199566496 (hbk.)
- 658.802 23
- HF5415.123 .O78 2012
Item type | Current library | Call number | Status | Date due | Barcode | |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.802 OS MA (Browse shelf(Opens below)) | Available | T0045888 | ||
REGULAR | University of Wollongong in Dubai Main Collection | 658.802 OS MA (Browse shelf(Opens below)) | Available | T0045889 |
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658.802 MO ST Strategic marketing / | 658.802 MU MA Marketing management : | 658.802 OS MA Marketing semiotics : | 658.802 OS MA Marketing semiotics : | 658.802 PA CO Contemporary issues in marketing and consumer behaviour / | 658.802 PE SU Sustainable enterprise : | 658.802 PE TW The 20 Ps of marketing : |
Includes bibliographical references (p. [203]-213) and index.
Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.
MARK217 MARK936 UOWD
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