Management
Marketing Semiotics (English, Laura R. Oswald)
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Product Description
About the Book
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…
ISBN: 9780199566495
Book Specifications
| ISBN-13 | 9780199566495 |
| ISBN-10 | 0199566496 |
| Publisher | OUP Oxford |
| Category | Management |
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