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Published: 22 January 2015

206 Pages


ISBN: 9780199657278

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Creating Value

The Theory and Practice of Marketing Semiotics Research

Laura R. Oswald

  • Engages in current debates about relationships between culture, meaning production, consumer behavior, and marketing.
  • Provides a road map of semiotics-based marketing research for all aspects of the marketing mix, including brand positioning, advertising and media strategy, design, and new product development.
  • Illustrates theory with examples, case studies, and illustrations based on actual business cases.

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