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 - 9780199566501 - April 7, 2012
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Oswald, Laura R. (Associate Professor of Advertising, University of Illinois at Urbana-Champaign, and Director, Marketing Semiotics Inc)
Marketing Semiotics: Signs, Strategies, and Brand Value

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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.

232 pages, illustrations, tables and figures

Media Books     Paperback Book   (Book with soft cover and glued back)
Released April 7, 2012
ISBN13 9780199566501
Publishers Oxford University Press
Pages 232
Dimensions 154 × 229 × 12 mm   ·   399 g
Language English  

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