Creating Value
The Theory and Practice of Marketing Semiotics Research
- Publisher's listprice GBP 115.00
-
51 922 Ft (49 450 Ft + 5% VAT)
The price is estimated because at the time of ordering we do not know what conversion rates will apply to HUF / product currency when the book arrives. In case HUF is weaker, the price increases slightly, in case HUF is stronger, the price goes lower slightly.
- Discount 10% (cc. 5 192 Ft off)
- Discounted price 46 730 Ft (44 505 Ft + 5% VAT)
Subcribe now and take benefit of a favourable price.
Subscribe
51 922 Ft
Availability
printed on demand
Why don't you give exact delivery time?
Delivery time is estimated on our previous experiences. We give estimations only, because we order from outside Hungary, and the delivery time mainly depends on how quickly the publisher supplies the book. Faster or slower deliveries both happen, but we do our best to supply as quickly as possible.
Product details:
- Publisher OUP Oxford
- Date of Publication 22 January 2015
- ISBN 9780199657261
- Binding Hardback
- No. of pages206 pages
- Size 240x163x17 mm
- Weight 468 g
- Language English 0
Categories
Short description:
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
MoreLong description:
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.
Today marketing managers look for customer insights directly, by getting out and talking to people where they shop and consume. The more they do so, the more they realize that interpretive and ethnographic skills are not innate; they need to be learned. Books like this one, unpacking the science and art of semiotics, are essential reading for managers responsible for insights research.
Table of Contents:
Introduction
Creating Value through Semiotics Research
Advertising Semiotics
Brand Metaphor
Servicescape Semiotics
Cultural Branding
Semiotic Ethnography
