New book: Creating Value, The Theory and Practice of Marketing Semiotic Research, by Laura Oswald
Creating Value, The Theory and Practice of Marketing Semiotic Research (Oxford 2015) explains how brands draw actual market value from thecultural myths, social networks, and intangible experiences consumers invest in marketing signs, symbols, and rituals. It guides readers through the process of managing brand value by means of consumer ethnography, cultural analysis, design research, and…
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