Creating Value The Theory and Practice of Marketing Semiotics Research
Creating Value The Theory and Practice of Marketing Semiotics Research
- ISBN 13:
9780199657278
- ISBN 10:
0199657270
- Format: Paperback
- Copyright: 03/22/2015
- Publisher: Oxford University Press
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Summary
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.
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.