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Marketing Semiotics: Signs, Strategies, and Brand Value Oswald, Laura R. (Associate Professor of Advertising, University of Illinois at Urbana-Champaign, and Director, Marketing Semiotics Inc)
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Marketing Semiotics: Signs, Strategies, and Brand Value
Oswald, Laura R. (Associate Professor of Advertising, University of Illinois at Urbana-Champaign, and Director, Marketing Semiotics Inc)
The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures.
234 pages, illustrations, tables and figures
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 7 de abril de 2012 |
| ISBN13 | 9780199566495 |
| Editores | Oxford University Press |
| Páginas | 234 |
| Dimensiones | 163 × 240 × 19 mm · 539 g |
| Lengua | Inglés |
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