Marketing Semiotics: Signs, Strategies, and Brand Value
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Oxford
OUP Oxford
2011
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| Schlagworte: | |
| Online-Zugang: | Volltext |
| Beschreibung: | 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. 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 meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, andimpacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management |
| Beschreibung: | 1 Online-Ressource (233 pages) |
| ISBN: | 9780191617867 0191617865 1283426706 9781283426701 |
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| 500 | |a 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 meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, andimpacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management | ||
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Datensatz im Suchindex
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| author | Oswald, Laura R. |
| author_facet | Oswald, Laura R. |
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| author_sort | Oswald, Laura R. |
| author_variant | l r o lr lro |
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| bvnumber | BV042958804 |
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| dewey-full | 380.1014 380.1/014 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 380 - Commerce, communications, transportation |
| dewey-raw | 380.1014 380.1/014 |
| dewey-search | 380.1014 380.1/014 |
| dewey-sort | 3380.1014 |
| dewey-tens | 380 - Commerce, communications, transportation |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:13:44Z |
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| isbn | 9780191617867 0191617865 1283426706 9781283426701 |
| language | English |
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| spelling | Oswald, Laura R. Verfasser aut Marketing Semiotics Signs, Strategies, and Brand Value Oxford OUP Oxford 2011 1 Online-Ressource (233 pages) txt rdacontent c rdamedia cr rdacarrier 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. 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 meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, andimpacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management Marketing Business BUSINESS & ECONOMICS / Commerce bisacsh Communication in marketing fast Semiotics fast Wirtschaft Communication in marketing Semiotics Semiotik (DE-588)4054498-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Semiotik (DE-588)4054498-9 s 1\p DE-604 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=422128 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Oswald, Laura R. Marketing Semiotics Signs, Strategies, and Brand Value Marketing Business BUSINESS & ECONOMICS / Commerce bisacsh Communication in marketing fast Semiotics fast Wirtschaft Communication in marketing Semiotics Semiotik (DE-588)4054498-9 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4054498-9 (DE-588)4037589-4 |
| title | Marketing Semiotics Signs, Strategies, and Brand Value |
| title_auth | Marketing Semiotics Signs, Strategies, and Brand Value |
| title_exact_search | Marketing Semiotics Signs, Strategies, and Brand Value |
| title_full | Marketing Semiotics Signs, Strategies, and Brand Value |
| title_fullStr | Marketing Semiotics Signs, Strategies, and Brand Value |
| title_full_unstemmed | Marketing Semiotics Signs, Strategies, and Brand Value |
| title_short | Marketing Semiotics |
| title_sort | marketing semiotics signs strategies and brand value |
| title_sub | Signs, Strategies, and Brand Value |
| topic | Marketing Business BUSINESS & ECONOMICS / Commerce bisacsh Communication in marketing fast Semiotics fast Wirtschaft Communication in marketing Semiotics Semiotik (DE-588)4054498-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Business BUSINESS & ECONOMICS / Commerce Communication in marketing Semiotics Wirtschaft Semiotik |
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