Creating value: the theory and practice of marketing semiotics research
Auteur :
Oswald, Laura R.
Éditeur :
Oxford University Press
ISBN :
9780199657261
Date de publication :
22 janv. 2015
Dimensions :
24,0 x 16,3 x 1,7 cm
Poids :
468 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
To leverage the power of brand meaning or semiotics, management needs a research approach that taps into consumers' experiences, cultural perspectives, and emotional intelligence. This book presents just such an approach by decoding the cultural myths, social networks and deep experiences consumers associate with marketing signs, spaces and rituals