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Record Nr. |
UNINA9910465744203321 |
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Autore |
Oswald Laura R |
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Titolo |
Marketing semiotics [[electronic resource] ] : signs, strategies, and brand value / / Laura R |
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Pubbl/distr/stampa |
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Oxford ; ; New York, : Oxford University Press, 2012 |
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ISBN |
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0-19-180668-4 |
1-283-42670-6 |
9786613426703 |
0-19-161786-5 |
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Descrizione fisica |
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1 online resource (233 p.) |
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Disciplina |
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Soggetti |
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Communication in marketing |
Semiotics |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover; CONTENTS; ACKNOWLEDGMENTS; LIST OF FIGURES; LIST OF TABLES; Introduction; 1. Semiotics in the World of Goods; 2. Marketing Semiotics; 3. Mining the Consumer Brandscape; 4. Brand Discourse; 5. Mining the Multicultural Brandscape; 6. The Semiotics of Consumer Space; 7. New Directions in Marketing Semiotics; REFERENCES; INDEX; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; U; V; W; Z |
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Sommario/riassunto |
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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 value of goods, andimpacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management |
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