Marketing semiotics : signs, strategies, and brand value /
By: Oswald, LauraMaterial type: BookPublisher: Oxford ; New York : Oxford University Press, c2012.Description: xii, 218 p. : ill. ; 24 cm.ISBN: 9780199566501; 019956650X; 9780199566495 (hbk.); 0199566496 (hbk.)Program: MARK217 MARK936Subject(s): Communication in marketing | Semiotics | Branding (Marketing) | MarketingDDC classification: 658.802
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|REGULAR||University of Wollongong in Dubai Main Collection||658.802 OS MA (Browse shelf)||Available||T0045888|
|REGULAR||University of Wollongong in Dubai Main Collection||658.802 OS MA (Browse shelf)||Available||T0045889|
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|658.802 MO ST Strategic marketing /||658.802 MU MA Marketing management : a strategic decision-making approach /||658.802 OS MA Marketing semiotics : signs, strategies, and brand value /||658.802 OS MA Marketing semiotics : signs, strategies, and brand value /||658.802 PA CO Contemporary issues in marketing and consumer behaviour /||658.802 PE SU Sustainable enterprise : a macromarketing approach /||658.802 PE TW The 20 Ps of marketing : a complete guide to marketing strategy /|
Includes bibliographical references (p. -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