Marketing Semiotics: Signs, Strategies, and Brand Value - Oswald, Laura R. (Associate Professor of Advertising, University of Illinois at Urbana-Champaign, and Director, Marketing Semiotics Inc) - Books - Oxford University Press - 9780199566495 - February 16, 2012
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Marketing Semiotics: Signs, Strategies, and Brand Value

Oswald, Laura R. (Associate Professor of Advertising, University of Illinois at Urbana-Champaign, and Director, Marketing Semiotics Inc)

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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.

234 pages, illustrations, tables and figures

Media Books     Hardcover Book   (Book with hard spine and cover)
Released February 16, 2012
ISBN13 9780199566495
Publishers Oxford University Press
Pages 234
Dimensions 163 × 240 × 19 mm   ·   558 g
Language English  

See all of Oswald, Laura R. (Associate Professor of Advertising, University of Illinois at Urbana-Champaign, and Director, Marketing Semiotics Inc) ( e.g. Hardcover Book and Paperback Book )