Marketing semiotics : signs, strategies, and brand value /

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 change...

Ausführliche Beschreibung

Gespeichert in:
1. Verfasser:
Oswald, Laura R.
Format:
Elektronisch E-Book
Sprache:
Englisch
Veröffentlicht:
Oxford ; New York : Oxford University Press, 2012.
Ausgabe:
1st ed.
Zusammenfassung:
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.
Umfang:
xii, 218 p. : ill.
Bibliografie:
Includes bibliographical references and index.
ISBN:
0191617865
9780191617867
1-283-42670-6
9786613426703
0-19-180668-4
0-19-161786-5
Schlagworte:
Communication in marketing.
Semiotics.
Bezugswerke:
Links: