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Creating value: the theory and practice of marketing semiotics research

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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 markets themselves. 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 the cultural 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 on topics 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 and hair-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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Availability

Detail Information

Series Title

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Call Number

[KOM-LIB-214]

Publisher

Madison Avenue, New York : Oxford University Press., 2015

Collation

xiv, 189 pages : illustrations ; 24 cm.

Language

English

ISBN/ISSN

9780199657261

Classification

HF5821 .O85 2015

Content Type

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Media Type

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Carrier Type

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Edition

First edition.

Subject(s)

Advertising
value
Branding (Marketing)
Semiotics in advertising

Specific Detail Info

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Statement of Responsibility

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