Marketing semiotics: signs, strategies, and brand value
Auteur :
Oswald, Laura R.
Éditeur :
Oxford University Press
ISBN :
9780199566495
Date de publication :
16 févr. 2012
Dimensions :
24,0 x 16,3 x 1,9 cm
Poids :
558 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.