IES Management College And Research Centre

Creating value: the theory and practice of marketing semiotics research (Record no. 48747)

MARC details
000 -LEADER
fixed length control field a
003 - CONTROL NUMBER IDENTIFIER
control field OSt
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20180205153633.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 180205b xxu||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 978-0-19-965727-8
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.89/Osw
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Oswald, Laura R.
9 (RLIN) 29893
245 ## - TITLE STATEMENT
Title Creating value: the theory and practice of marketing semiotics research
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Name of publisher, distributor, etc Oxford University Press
Date of publication, distribution, etc 2013
Place of publication, distribution, etc United Kingdom
300 ## - PHYSICAL DESCRIPTION
Extent xiv, 189
Other physical details Paper
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note Table of Contents<br/>Introduction<br/>1: Creating Value through Semiotics Research<br/>2: Advertising Semiotics<br/>3: Brand Metaphor<br/>4: Servicescape Semiotics<br/>5: Cultural Branding<br/>6: Semiotic Ethnography
520 ## - SUMMARY, ETC.
Summary, etc Description<br/>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.<br/><br/>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. <br/><br/>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.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing research
9 (RLIN) 29894
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Date acquired Source of acquisition Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Date last borrowed Cost, replacement price Price effective from
    Dewey Decimal Classification     Main Library Main Library 05/02/2018 Sita Books - Bill No. 751/27-12-2017 1116.00 1 658.83/Osw/35378 11135378 07/06/2022 27/03/2018 1395.00 05/02/2018

Circulation Timings: Monday to Saturday: 8:30 AM to 9:30 PM | Sundays/Bank Holiday during Examination Period: 10:00 AM to 6:00 PM