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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Creating Value - The Theory and Practice of Marketing Semiotics Research (Hardcover)
Loot Price: R3,476
Discovery Miles 34 760
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Creating Value - The Theory and Practice of Marketing Semiotics Research (Hardcover)
Expected to ship within 10 - 15 working days
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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.
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