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Marketing Management




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Cover for 9780198862116

Doing Semiotics: A Research Guide for Marketers at the Edge of Culture


Laura R. Oswald

June 2020

Using applied semiotics, this book shows readers how to leverage the cultural codes that structure communication and sociality, endow things with value, and help us navigate social space and cultural change to solve business problems, foster innovation, and create meaningful experiences for consumers.

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