Marketing Semiotics: Signs, Strategies, and Brand Value

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 changes and pressures. Autor: Laura R. (Associate Professor of Advertising Oswald Wydawnictwo: Oxford University Press Rok wydania: 2012 Okładka: miękka Liczba stron: 232 Wymiary: 22.9 x 15.4 x 1.2 cm Ilustracje: Illustrations, tables and figures Język: angielski ISBN: 9780199566501