Creating value :: the theory and practice of marketing semiotics research /
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 themselv...
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Oxford :
Oxford University Press,
2015.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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 c. |
| Beschreibung: | 1 online resource (xiv, 189 pages) |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780191631566 0191631566 1322884293 9781322884295 0199657262 9780199657261 |
Internformat
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| 100 | 1 | |a Oswald, Laura R., |e author. | |
| 245 | 1 | 0 | |a Creating value : |b the theory and practice of marketing semiotics research / |c Laura R. Oswald. |
| 264 | 1 | |a Oxford : |b Oxford University Press, |c 2015. | |
| 264 | 4 | |c ©2015 | |
| 300 | |a 1 online resource (xiv, 189 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record. | |
| 520 | |a 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 c. | ||
| 505 | 0 | |a Cover -- Creating ValueThe Theory and Practice of MarketingSemiotics Research -- Copyright -- ACKNOWLEDGMENTS -- PERMISSION TO REPRODUCE IMAGERY -- CONTENTS -- LIST OF FIGURES -- LIST OF TABLES -- Introduction -- Marketing Semiotics: A Growing Research Paradigm -- DEFINING THE DISCIPLINE -- READERSHIP -- Semiotics in the Qualitative Research Paradigm -- THE CONSUMER-CENTERED TRADITION IN MARKET RESEARCH -- EMOTIONAL INTELLIGENCE -- BEYOND POSITIVISM -- DECONSTRUCTION AND THE PHILOSOPHY OF LANGUAGE -- Semiotics, Anthropology, and Consumer Resear -- CONSUMER CULTURE THEORY. | |
| 505 | 8 | |a THE SEMIOTIC DIFFERENCE -- Chapter Summaries -- CREATING VALUE THROUGH SEMIOTICS RESEARCH -- ADVERTISING SEMIOTICS -- BRAND METAPHOR -- SERVICESCAPE SEMIOTICS -- CULTURAL BRANDING -- SEMIOTIC ETHNOGRAPHY -- Concluding Remarks -- 1: Creating Value through Semiotics -- The Structural Paradigm in Marketing Semiotics -- CODE THEORY -- The Sign -- Code and Performance -- Codes and the Social S -- FROM LINGUISTICS TO SEMIOTICS: STRUCTURAL ANTHROPOLOGY -- MARKETING SEMIOTICS -- The Code and Performance in Market Research -- Category Codes -- Post-Structural Semiotics -- DISCOURSE THEORY. | |
| 505 | 8 | |a Structural Dimensions of Discourse -- Semantic Dimensions of Discourse -- Derrida and the Deconstruction of Phenomenology -- IMPLICATIONS OF POST-STRUCTURALISM FOR MARKETING RESEARCH -- Practical Applications -- Multicultural Identity -- Heterotopia: Semiosis in Non-Linear Space-Time -- Heterotopia and the Digitally Mediated Service Experience -- Conclusion -- 2: Advertising Semiotics -- Case Preview: Finding a Cultural Positioning fo rInstant Gourmet Coffee -- The Interpretive Paradigm in Advertising Research -- TEXT-CENTERED ADVERTISING RESEARCH -- CONSUMER RESPONSE. | |
| 505 | 8 | |a SEMIOTICS-BASED ADVERTISING RESEARCH -- A Semiotic Perspective on Advertising Response -- THE STRATEGIC SEMIOTIC AUDIT OF ADVERTISING -- The Competitive Perspective -- The Binary Analysis -- The Semiotic Square -- IMPLICATIONS FOR QUALITATIVE RESEARCH DESIGN -- Recruitment -- Protocol Design -- The Binary Analysis of Qualitative Data -- Case and Discussion: Positioning Instant Gourmet Coffee -- BACKGROUND -- THE INSTANT GOURMET BRAND LEGACY -- The Research Process -- RESEARCH DESIGN -- THE MEANING OF PREMIUM -- Gourmet Culture -- Luxury Culture -- THE PREMIUM COFFEE CATEGORY -- "Gourmet" Coffee. | |
| 505 | 8 | |a "Luxury" Coffee -- Gourmet with Luxury Accents -- Mass Brands -- THE INSTANT GOURMET LEGACY -- THREE SIGN SYSTEMS, THREE CULTURAL POSITIONINGS -- Gourmet -- Luxury -- Mass -- IMPLICATIONS FOR BRAND EQUITY -- THE "INSTANT GOURMET" CAMPAIGN -- Conclusion -- 3: Brand Metaphor -- Case Preview: Finding a Brand Metaphor for the Ford Escape -- The Aristotelian Tradition in Advertising Research -- TROPE THEORY -- From Trope Theory to Metaphorical Discourse -- What's Wrong with this Metaphor? -- From Poetic Sign to Poetic Function -- THE POETIC SIGN -- THE POETIC FUNCTION OF DISCOURSE. | |
| 546 | |a English. | ||
| 650 | 0 | |a Semiotics in advertising. |0 http://id.loc.gov/authorities/subjects/sh2008008080 | |
| 650 | 0 | |a Advertising |x Research. |0 http://id.loc.gov/authorities/subjects/sh85001165 | |
| 650 | 0 | |a Branding (Marketing) |0 http://id.loc.gov/authorities/subjects/sh2007006470 | |
| 650 | 0 | |a Value. |0 http://id.loc.gov/authorities/subjects/sh85141930 | |
| 650 | 6 | |a Sémiotique dans la publicité. | |
| 650 | 6 | |a Publicité |x Recherche. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Valeur. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a value (economic concept) |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Advertising |x Research |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Semiotics in advertising |2 fast | |
| 650 | 7 | |a Value |2 fast | |
| 758 | |i has work: |a Creating value (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFtCvWFJfPh3DWqxmG9bh3 |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Oswald, Laura R. |t Creating Value : The Theory and Practice of Marketing Semiotics Research. |d Oxford : Oxford University Press, ©2014 |z 9780199657278 |
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Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBU-ocn899211451 |
|---|---|
| _version_ | 1816796916991655937 |
| adam_text | |
| any_adam_object | |
| author | Oswald, Laura R. |
| author_facet | Oswald, Laura R. |
| author_role | aut |
| author_sort | Oswald, Laura R. |
| author_variant | l r o lr lro |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5823 |
| callnumber-raw | HF5823 .O89 2015eb |
| callnumber-search | HF5823 .O89 2015eb |
| callnumber-sort | HF 45823 O89 42015EB |
| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBU |
| contents | Cover -- Creating ValueThe Theory and Practice of MarketingSemiotics Research -- Copyright -- ACKNOWLEDGMENTS -- PERMISSION TO REPRODUCE IMAGERY -- CONTENTS -- LIST OF FIGURES -- LIST OF TABLES -- Introduction -- Marketing Semiotics: A Growing Research Paradigm -- DEFINING THE DISCIPLINE -- READERSHIP -- Semiotics in the Qualitative Research Paradigm -- THE CONSUMER-CENTERED TRADITION IN MARKET RESEARCH -- EMOTIONAL INTELLIGENCE -- BEYOND POSITIVISM -- DECONSTRUCTION AND THE PHILOSOPHY OF LANGUAGE -- Semiotics, Anthropology, and Consumer Resear -- CONSUMER CULTURE THEORY. THE SEMIOTIC DIFFERENCE -- Chapter Summaries -- CREATING VALUE THROUGH SEMIOTICS RESEARCH -- ADVERTISING SEMIOTICS -- BRAND METAPHOR -- SERVICESCAPE SEMIOTICS -- CULTURAL BRANDING -- SEMIOTIC ETHNOGRAPHY -- Concluding Remarks -- 1: Creating Value through Semiotics -- The Structural Paradigm in Marketing Semiotics -- CODE THEORY -- The Sign -- Code and Performance -- Codes and the Social S -- FROM LINGUISTICS TO SEMIOTICS: STRUCTURAL ANTHROPOLOGY -- MARKETING SEMIOTICS -- The Code and Performance in Market Research -- Category Codes -- Post-Structural Semiotics -- DISCOURSE THEORY. Structural Dimensions of Discourse -- Semantic Dimensions of Discourse -- Derrida and the Deconstruction of Phenomenology -- IMPLICATIONS OF POST-STRUCTURALISM FOR MARKETING RESEARCH -- Practical Applications -- Multicultural Identity -- Heterotopia: Semiosis in Non-Linear Space-Time -- Heterotopia and the Digitally Mediated Service Experience -- Conclusion -- 2: Advertising Semiotics -- Case Preview: Finding a Cultural Positioning fo rInstant Gourmet Coffee -- The Interpretive Paradigm in Advertising Research -- TEXT-CENTERED ADVERTISING RESEARCH -- CONSUMER RESPONSE. SEMIOTICS-BASED ADVERTISING RESEARCH -- A Semiotic Perspective on Advertising Response -- THE STRATEGIC SEMIOTIC AUDIT OF ADVERTISING -- The Competitive Perspective -- The Binary Analysis -- The Semiotic Square -- IMPLICATIONS FOR QUALITATIVE RESEARCH DESIGN -- Recruitment -- Protocol Design -- The Binary Analysis of Qualitative Data -- Case and Discussion: Positioning Instant Gourmet Coffee -- BACKGROUND -- THE INSTANT GOURMET BRAND LEGACY -- The Research Process -- RESEARCH DESIGN -- THE MEANING OF PREMIUM -- Gourmet Culture -- Luxury Culture -- THE PREMIUM COFFEE CATEGORY -- "Gourmet" Coffee. "Luxury" Coffee -- Gourmet with Luxury Accents -- Mass Brands -- THE INSTANT GOURMET LEGACY -- THREE SIGN SYSTEMS, THREE CULTURAL POSITIONINGS -- Gourmet -- Luxury -- Mass -- IMPLICATIONS FOR BRAND EQUITY -- THE "INSTANT GOURMET" CAMPAIGN -- Conclusion -- 3: Brand Metaphor -- Case Preview: Finding a Brand Metaphor for the Ford Escape -- The Aristotelian Tradition in Advertising Research -- TROPE THEORY -- From Trope Theory to Metaphorical Discourse -- What's Wrong with this Metaphor? -- From Poetic Sign to Poetic Function -- THE POETIC SIGN -- THE POETIC FUNCTION OF DISCOURSE. |
| ctrlnum | (OCoLC)899211451 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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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 c.</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">Cover -- Creating ValueThe Theory and Practice of MarketingSemiotics Research -- Copyright -- ACKNOWLEDGMENTS -- PERMISSION TO REPRODUCE IMAGERY -- CONTENTS -- LIST OF FIGURES -- LIST OF TABLES -- Introduction -- Marketing Semiotics: A Growing Research Paradigm -- DEFINING THE DISCIPLINE -- READERSHIP -- Semiotics in the Qualitative Research Paradigm -- THE CONSUMER-CENTERED TRADITION IN MARKET RESEARCH -- EMOTIONAL INTELLIGENCE -- BEYOND POSITIVISM -- DECONSTRUCTION AND THE PHILOSOPHY OF LANGUAGE -- Semiotics, Anthropology, and Consumer Resear -- CONSUMER CULTURE THEORY.</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">THE SEMIOTIC DIFFERENCE -- Chapter Summaries -- CREATING VALUE THROUGH SEMIOTICS RESEARCH -- ADVERTISING SEMIOTICS -- BRAND METAPHOR -- SERVICESCAPE SEMIOTICS -- CULTURAL BRANDING -- SEMIOTIC ETHNOGRAPHY -- Concluding Remarks -- 1: Creating Value through Semiotics -- The Structural Paradigm in Marketing Semiotics -- CODE THEORY -- The Sign -- Code and Performance -- Codes and the Social S -- FROM LINGUISTICS TO SEMIOTICS: STRUCTURAL ANTHROPOLOGY -- MARKETING SEMIOTICS -- The Code and Performance in Market Research -- Category Codes -- Post-Structural Semiotics -- DISCOURSE THEORY.</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Structural Dimensions of Discourse -- Semantic Dimensions of Discourse -- Derrida and the Deconstruction of Phenomenology -- IMPLICATIONS OF POST-STRUCTURALISM FOR MARKETING RESEARCH -- Practical Applications -- Multicultural Identity -- Heterotopia: Semiosis in Non-Linear Space-Time -- Heterotopia and the Digitally Mediated Service Experience -- Conclusion -- 2: Advertising Semiotics -- Case Preview: Finding a Cultural Positioning fo rInstant Gourmet Coffee -- The Interpretive Paradigm in Advertising Research -- TEXT-CENTERED ADVERTISING RESEARCH -- CONSUMER RESPONSE.</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">SEMIOTICS-BASED ADVERTISING RESEARCH -- A Semiotic Perspective on Advertising Response -- THE STRATEGIC SEMIOTIC AUDIT OF ADVERTISING -- The Competitive Perspective -- The Binary Analysis -- The Semiotic Square -- IMPLICATIONS FOR QUALITATIVE RESEARCH DESIGN -- Recruitment -- Protocol Design -- The Binary Analysis of Qualitative Data -- Case and Discussion: Positioning Instant Gourmet Coffee -- BACKGROUND -- THE INSTANT GOURMET BRAND LEGACY -- The Research Process -- RESEARCH DESIGN -- THE MEANING OF PREMIUM -- Gourmet Culture -- Luxury Culture -- THE PREMIUM COFFEE CATEGORY -- "Gourmet" Coffee.</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">"Luxury" Coffee -- Gourmet with Luxury Accents -- Mass Brands -- THE INSTANT GOURMET LEGACY -- THREE SIGN SYSTEMS, THREE CULTURAL POSITIONINGS -- Gourmet -- Luxury -- Mass -- IMPLICATIONS FOR BRAND EQUITY -- THE "INSTANT GOURMET" CAMPAIGN -- Conclusion -- 3: Brand Metaphor -- Case Preview: Finding a Brand Metaphor for the Ford Escape -- The Aristotelian Tradition in Advertising Research -- TROPE THEORY -- From Trope Theory to Metaphorical Discourse -- What's Wrong with this Metaphor? 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| id | ZDB-4-EBU-ocn899211451 |
| illustrated | Not Illustrated |
| indexdate | 2024-11-26T14:49:17Z |
| institution | BVB |
| isbn | 9780191631566 0191631566 1322884293 9781322884295 0199657262 9780199657261 |
| language | English |
| oclc_num | 899211451 |
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| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (xiv, 189 pages) |
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| publishDate | 2015 |
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| publisher | Oxford University Press, |
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| spelling | Oswald, Laura R., author. Creating value : the theory and practice of marketing semiotics research / Laura R. Oswald. Oxford : Oxford University Press, 2015. ©2015 1 online resource (xiv, 189 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references and index. Print version record. 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 c. Cover -- Creating ValueThe Theory and Practice of MarketingSemiotics Research -- Copyright -- ACKNOWLEDGMENTS -- PERMISSION TO REPRODUCE IMAGERY -- CONTENTS -- LIST OF FIGURES -- LIST OF TABLES -- Introduction -- Marketing Semiotics: A Growing Research Paradigm -- DEFINING THE DISCIPLINE -- READERSHIP -- Semiotics in the Qualitative Research Paradigm -- THE CONSUMER-CENTERED TRADITION IN MARKET RESEARCH -- EMOTIONAL INTELLIGENCE -- BEYOND POSITIVISM -- DECONSTRUCTION AND THE PHILOSOPHY OF LANGUAGE -- Semiotics, Anthropology, and Consumer Resear -- CONSUMER CULTURE THEORY. THE SEMIOTIC DIFFERENCE -- Chapter Summaries -- CREATING VALUE THROUGH SEMIOTICS RESEARCH -- ADVERTISING SEMIOTICS -- BRAND METAPHOR -- SERVICESCAPE SEMIOTICS -- CULTURAL BRANDING -- SEMIOTIC ETHNOGRAPHY -- Concluding Remarks -- 1: Creating Value through Semiotics -- The Structural Paradigm in Marketing Semiotics -- CODE THEORY -- The Sign -- Code and Performance -- Codes and the Social S -- FROM LINGUISTICS TO SEMIOTICS: STRUCTURAL ANTHROPOLOGY -- MARKETING SEMIOTICS -- The Code and Performance in Market Research -- Category Codes -- Post-Structural Semiotics -- DISCOURSE THEORY. Structural Dimensions of Discourse -- Semantic Dimensions of Discourse -- Derrida and the Deconstruction of Phenomenology -- IMPLICATIONS OF POST-STRUCTURALISM FOR MARKETING RESEARCH -- Practical Applications -- Multicultural Identity -- Heterotopia: Semiosis in Non-Linear Space-Time -- Heterotopia and the Digitally Mediated Service Experience -- Conclusion -- 2: Advertising Semiotics -- Case Preview: Finding a Cultural Positioning fo rInstant Gourmet Coffee -- The Interpretive Paradigm in Advertising Research -- TEXT-CENTERED ADVERTISING RESEARCH -- CONSUMER RESPONSE. SEMIOTICS-BASED ADVERTISING RESEARCH -- A Semiotic Perspective on Advertising Response -- THE STRATEGIC SEMIOTIC AUDIT OF ADVERTISING -- The Competitive Perspective -- The Binary Analysis -- The Semiotic Square -- IMPLICATIONS FOR QUALITATIVE RESEARCH DESIGN -- Recruitment -- Protocol Design -- The Binary Analysis of Qualitative Data -- Case and Discussion: Positioning Instant Gourmet Coffee -- BACKGROUND -- THE INSTANT GOURMET BRAND LEGACY -- The Research Process -- RESEARCH DESIGN -- THE MEANING OF PREMIUM -- Gourmet Culture -- Luxury Culture -- THE PREMIUM COFFEE CATEGORY -- "Gourmet" Coffee. "Luxury" Coffee -- Gourmet with Luxury Accents -- Mass Brands -- THE INSTANT GOURMET LEGACY -- THREE SIGN SYSTEMS, THREE CULTURAL POSITIONINGS -- Gourmet -- Luxury -- Mass -- IMPLICATIONS FOR BRAND EQUITY -- THE "INSTANT GOURMET" CAMPAIGN -- Conclusion -- 3: Brand Metaphor -- Case Preview: Finding a Brand Metaphor for the Ford Escape -- The Aristotelian Tradition in Advertising Research -- TROPE THEORY -- From Trope Theory to Metaphorical Discourse -- What's Wrong with this Metaphor? -- From Poetic Sign to Poetic Function -- THE POETIC SIGN -- THE POETIC FUNCTION OF DISCOURSE. English. Semiotics in advertising. http://id.loc.gov/authorities/subjects/sh2008008080 Advertising Research. http://id.loc.gov/authorities/subjects/sh85001165 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Value. http://id.loc.gov/authorities/subjects/sh85141930 Sémiotique dans la publicité. Publicité Recherche. Stratégie de marque. Valeur. branding. aat value (economic concept) aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising Research fast Branding (Marketing) fast Semiotics in advertising fast Value fast has work: Creating value (Text) https://id.oclc.org/worldcat/entity/E39PCFtCvWFJfPh3DWqxmG9bh3 https://id.oclc.org/worldcat/ontology/hasWork Print version: Oswald, Laura R. Creating Value : The Theory and Practice of Marketing Semiotics Research. Oxford : Oxford University Press, ©2014 9780199657278 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=935319 Volltext |
| spellingShingle | Oswald, Laura R. Creating value : the theory and practice of marketing semiotics research / Cover -- Creating ValueThe Theory and Practice of MarketingSemiotics Research -- Copyright -- ACKNOWLEDGMENTS -- PERMISSION TO REPRODUCE IMAGERY -- CONTENTS -- LIST OF FIGURES -- LIST OF TABLES -- Introduction -- Marketing Semiotics: A Growing Research Paradigm -- DEFINING THE DISCIPLINE -- READERSHIP -- Semiotics in the Qualitative Research Paradigm -- THE CONSUMER-CENTERED TRADITION IN MARKET RESEARCH -- EMOTIONAL INTELLIGENCE -- BEYOND POSITIVISM -- DECONSTRUCTION AND THE PHILOSOPHY OF LANGUAGE -- Semiotics, Anthropology, and Consumer Resear -- CONSUMER CULTURE THEORY. THE SEMIOTIC DIFFERENCE -- Chapter Summaries -- CREATING VALUE THROUGH SEMIOTICS RESEARCH -- ADVERTISING SEMIOTICS -- BRAND METAPHOR -- SERVICESCAPE SEMIOTICS -- CULTURAL BRANDING -- SEMIOTIC ETHNOGRAPHY -- Concluding Remarks -- 1: Creating Value through Semiotics -- The Structural Paradigm in Marketing Semiotics -- CODE THEORY -- The Sign -- Code and Performance -- Codes and the Social S -- FROM LINGUISTICS TO SEMIOTICS: STRUCTURAL ANTHROPOLOGY -- MARKETING SEMIOTICS -- The Code and Performance in Market Research -- Category Codes -- Post-Structural Semiotics -- DISCOURSE THEORY. Structural Dimensions of Discourse -- Semantic Dimensions of Discourse -- Derrida and the Deconstruction of Phenomenology -- IMPLICATIONS OF POST-STRUCTURALISM FOR MARKETING RESEARCH -- Practical Applications -- Multicultural Identity -- Heterotopia: Semiosis in Non-Linear Space-Time -- Heterotopia and the Digitally Mediated Service Experience -- Conclusion -- 2: Advertising Semiotics -- Case Preview: Finding a Cultural Positioning fo rInstant Gourmet Coffee -- The Interpretive Paradigm in Advertising Research -- TEXT-CENTERED ADVERTISING RESEARCH -- CONSUMER RESPONSE. SEMIOTICS-BASED ADVERTISING RESEARCH -- A Semiotic Perspective on Advertising Response -- THE STRATEGIC SEMIOTIC AUDIT OF ADVERTISING -- The Competitive Perspective -- The Binary Analysis -- The Semiotic Square -- IMPLICATIONS FOR QUALITATIVE RESEARCH DESIGN -- Recruitment -- Protocol Design -- The Binary Analysis of Qualitative Data -- Case and Discussion: Positioning Instant Gourmet Coffee -- BACKGROUND -- THE INSTANT GOURMET BRAND LEGACY -- The Research Process -- RESEARCH DESIGN -- THE MEANING OF PREMIUM -- Gourmet Culture -- Luxury Culture -- THE PREMIUM COFFEE CATEGORY -- "Gourmet" Coffee. "Luxury" Coffee -- Gourmet with Luxury Accents -- Mass Brands -- THE INSTANT GOURMET LEGACY -- THREE SIGN SYSTEMS, THREE CULTURAL POSITIONINGS -- Gourmet -- Luxury -- Mass -- IMPLICATIONS FOR BRAND EQUITY -- THE "INSTANT GOURMET" CAMPAIGN -- Conclusion -- 3: Brand Metaphor -- Case Preview: Finding a Brand Metaphor for the Ford Escape -- The Aristotelian Tradition in Advertising Research -- TROPE THEORY -- From Trope Theory to Metaphorical Discourse -- What's Wrong with this Metaphor? -- From Poetic Sign to Poetic Function -- THE POETIC SIGN -- THE POETIC FUNCTION OF DISCOURSE. Semiotics in advertising. http://id.loc.gov/authorities/subjects/sh2008008080 Advertising Research. http://id.loc.gov/authorities/subjects/sh85001165 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Value. http://id.loc.gov/authorities/subjects/sh85141930 Sémiotique dans la publicité. Publicité Recherche. Stratégie de marque. Valeur. branding. aat value (economic concept) aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising Research fast Branding (Marketing) fast Semiotics in advertising fast Value fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh2008008080 http://id.loc.gov/authorities/subjects/sh85001165 http://id.loc.gov/authorities/subjects/sh2007006470 http://id.loc.gov/authorities/subjects/sh85141930 |
| title | Creating value : the theory and practice of marketing semiotics research / |
| title_auth | Creating value : the theory and practice of marketing semiotics research / |
| title_exact_search | Creating value : the theory and practice of marketing semiotics research / |
| title_full | Creating value : the theory and practice of marketing semiotics research / Laura R. Oswald. |
| title_fullStr | Creating value : the theory and practice of marketing semiotics research / Laura R. Oswald. |
| title_full_unstemmed | Creating value : the theory and practice of marketing semiotics research / Laura R. Oswald. |
| title_short | Creating value : |
| title_sort | creating value the theory and practice of marketing semiotics research |
| title_sub | the theory and practice of marketing semiotics research / |
| topic | Semiotics in advertising. http://id.loc.gov/authorities/subjects/sh2008008080 Advertising Research. http://id.loc.gov/authorities/subjects/sh85001165 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Value. http://id.loc.gov/authorities/subjects/sh85141930 Sémiotique dans la publicité. Publicité Recherche. Stratégie de marque. Valeur. branding. aat value (economic concept) aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising Research fast Branding (Marketing) fast Semiotics in advertising fast Value fast |
| topic_facet | Semiotics in advertising. Advertising Research. Branding (Marketing) Value. Sémiotique dans la publicité. Publicité Recherche. Stratégie de marque. Valeur. branding. value (economic concept) BUSINESS & ECONOMICS Advertising & Promotion. Advertising Research Semiotics in advertising Value |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=935319 |
| work_keys_str_mv | AT oswaldlaurar creatingvaluethetheoryandpracticeofmarketingsemioticsresearch |