We regret that due to the technical limitations of our site, we are unable to offer eBooks or Audio Downloads to customers outside of the UK.

For further details please read our eBooks help.

Creating Value: The Theory and Practice of Marketing Semiotics Research (Paperback)
  • Creating Value: The Theory and Practice of Marketing Semiotics Research (Paperback)

Creating Value: The Theory and Practice of Marketing Semiotics Research (Paperback)

£19.99
Paperback Published: 22/01/2015
  • In stock
  • Free UK delivery

We can send it to you within 24 hours

  • This item has been added to your basket
Click & Collect From your local shop
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.

Publisher: Oxford University Press
ISBN: 9780199657278

You may also be interested in...

Your review has been submitted successfully.

View your review