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010   $a0-19-180668-4
010   $a1-283-42670-6
010   $a9786613426703
010   $a0-19-161786-5
035   $a(CKB)2560000000079332
035   $a(EBL)834719
035   $a(OCoLC)772845021
035   $a(StDuBDS)EDZ0001077843
035   $a(MiAaPQ)EBC834719
035   $a(Au-PeEL)EBL834719
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035   $a(EXLCZ)992560000000079332
100   $a20120112d2012      uy             0
101 0 $aeng
135   $aur|n|---|||||
200 10$aMarketing semiotics$b[electronic resource] $esigns, strategies, and brand value /$fLaura R
210   $aOxford ;$aNew York $cOxford University Press$d2012
215   $a1 online resource (233 p.)
300   $aDescription based upon print version of record.
311   $a0-19-956650-X 
311   $a0-19-956649-6 
320   $aIncludes bibliographical references and index.
327   $aCover; 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
330   $aEveryday 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 
606   $aCommunication in marketing
606   $aSemiotics
608   $aElectronic books.
615  0$aCommunication in marketing.
615  0$aSemiotics.
676   $a380.1/014
676   $a380.1014
700   $aOswald$b Laura R$0970136
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910465744203321
996   $aMarketing semiotics$92205118
997   $aUNINA