000			01600nam a2200385 a 4500
008			120519s2012 enka b 001 0 eng d
010			_a 2011278665
015			_aGBB0E4874 _2bnb
016	7		_a015710026 _2Uk
020			_a9780199566501
020			_a019956650X
020			_a9780199566495 (hbk.)
020			_a0199566496 (hbk.)
035			_a(OCoLC)ocn706031353
040			_aBTCTA _beng _cBTCTA _dYDXCP _dUAT _dUKMGB _dNLE _dCDX _dBWX _dTXI _dDLC
042			_alccopycat
082	0	4	_a658.802 _223
050	0	0	_aHF5415.123 _b.O78 2012
100	1		_aOswald, Laura.
245	1	0	_aMarketing semiotics : _bsigns, strategies, and brand value / _cLaura R. Oswald.
260			_aOxford ; _aNew York : _bOxford University Press, _cc2012.
300			_axii, 218 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references (p. [203]-213) and index.
520			_aProposes 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.
650		0	_aCommunication in marketing.
650		0	_aSemiotics.
650		0	_aBranding (Marketing)
650		0	_aMarketing.
035			_a(IMchF)fol14327096
526	0		_aMARK217 MARK936 _5UOWD
005			20170126095840.0
001			52218
003			UOWD
942			_cREGULAR
999			_c19625 _d19625