Creating Value —— The Theory and Practice of Marketing Semiotics Research

----- 创造价值: 营销符号研究理论与实务

ISBN: 9780199657261 出版年：2015 页码：206 Oswald, Laura R Oxford University Press

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