Marketing Semiotics - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Semiotics write by Laura R. Oswald. This book was released on 2012-02-16. Marketing Semiotics available in PDF, EPUB and Kindle. Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.
Doing Semiotics
Doing Semiotics - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Doing Semiotics write by Laura R. Oswald. This book was released on 2020-06-04. Doing Semiotics available in PDF, EPUB and Kindle. The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the key principles and methods of applied semiotics, it introduces the basics of branding, strategic decision-making, and cross-cultural marketing management. Through practical exercises, examples, extended team projects, and evaluation criteria, this book guides students through the application of learning to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to tools for sorting data and mapping cultural dimensions of a market, it includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic studies, as well as expert case studies that will enable readers to apply semiotics to consumer research.
Doing Semiotics
Doing Semiotics - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Doing Semiotics write by Laura R. Oswald. This book was released on 2020. Doing Semiotics available in PDF, EPUB and Kindle. Using applied semiotics, this book shows readers how to leverage the cultural codes that structure communication and sociality, endow things with value, and help us navigate social space and cultural change to solve business problems, foster innovation, and create meaningful experiences for consumers.
Semiotics, Marketing and Communication
Semiotics, Marketing and Communication - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Semiotics, Marketing and Communication write by Jean-Marie Floch. This book was released on 2001-12-14. Semiotics, Marketing and Communication available in PDF, EPUB and Kindle. Semiotics, or the study of signs, plays an increasingly important role within marketing as a guide to psychological and social aspects of communication. Jean-Marie Floch provides an introduction to the potential offered by a semiotic approach to a variety of marketing and communication problems or situations. Key semiotic concepts and principles are gradually introduced using real life studies.
Creating Value
Creating Value - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Creating Value write by Laura R. Oswald. This book was released on 2015-01-22. Creating Value available in PDF, EPUB and Kindle. 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 codes that define value in a market or consumer segment. The book extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space. The book invites readers to challenge the current thinking on topics ranging from cultural branding and brand rhetoric to digital media management and service site design. It also emphasizes the role of product category codes and cultural trends in the production of perceived value. Creating Value explains theory in language that is accessible to academics and students, as well as research practitioners and marketers. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature. The book also provides practitioners and professors with a practical guide to the methods used in semiotic research across the marketing mix.
