Creating Value: The Theory and Practice of Marketing Semiotics Research

Paperback | February 22, 2015

byLaura R. Oswald

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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 marketsthemselves. 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 thecultural 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 ontopics 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 andhair-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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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 marketsthemselves. Strong brands leverage consumer in...

Laura Oswald is an academic as well as founder and director of Marketing Semiotics Inc., a brand strategy research and consulting firm serving Fortune 500 clients in North America, Europe, and Asia. Oswald is an expert in semiotics - a social science discipline that leverages consumers' investments in the cultural myths, social networ...
Format:PaperbackDimensions:208 pages, 9.21 × 6.14 × 0.45 inPublished:February 22, 2015Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199657270

ISBN - 13:9780199657278

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Table of Contents

Introduction1. Creating Value through Semiotics Research2. Advertising Semiotics3. Brand Metaphor4. Servicescape Semiotics5. Cultural Branding6. Semiotic Ethnography