The Resource Creating value : the theory and practice of marketing semiotics research, Laura R. Oswald

Creating value : the theory and practice of marketing semiotics research, Laura R. Oswald

Label
Creating value : the theory and practice of marketing semiotics research
Title
Creating value
Title remainder
the theory and practice of marketing semiotics research
Statement of responsibility
Laura R. Oswald
Creator
Author
Subject
Language
eng
Summary
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 c
Cataloging source
N$T
Dewey number
659.1
Index
index present
LC call number
HF5823
LC item number
.O89 2015eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
Creating value : the theory and practice of marketing semiotics research, Laura R. Oswald
Publication
Copyright
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Cover -- Creating ValueThe Theory and Practice of MarketingSemiotics Research -- Copyright -- ACKNOWLEDGMENTS -- PERMISSION TO REPRODUCE IMAGERY -- CONTENTS -- LIST OF FIGURES -- LIST OF TABLES -- Introduction -- Marketing Semiotics: A Growing Research Paradigm -- DEFINING THE DISCIPLINE -- READERSHIP -- Semiotics in the Qualitative Research Paradigm -- THE CONSUMER-CENTERED TRADITION IN MARKET RESEARCH -- EMOTIONAL INTELLIGENCE -- BEYOND POSITIVISM -- DECONSTRUCTION AND THE PHILOSOPHY OF LANGUAGE -- Semiotics, Anthropology, and Consumer Resear -- CONSUMER CULTURE THEORY
  • "Luxury" Coffee -- Gourmet with Luxury Accents -- Mass Brands -- THE INSTANT GOURMET LEGACY -- THREE SIGN SYSTEMS, THREE CULTURAL POSITIONINGS -- Gourmet -- Luxury -- Mass -- IMPLICATIONS FOR BRAND EQUITY -- THE "INSTANT GOURMET" CAMPAIGN -- Conclusion -- 3: Brand Metaphor -- Case Preview: Finding a Brand Metaphor for the Ford Escape -- The Aristotelian Tradition in Advertising Research -- TROPE THEORY -- From Trope Theory to Metaphorical Discourse -- What's Wrong with this Metaphor? -- From Poetic Sign to Poetic Function -- THE POETIC SIGN -- THE POETIC FUNCTION OF DISCOURSE
  • SEMIOTICS-BASED ADVERTISING RESEARCH -- A Semiotic Perspective on Advertising Response -- THE STRATEGIC SEMIOTIC AUDIT OF ADVERTISING -- The Competitive Perspective -- The Binary Analysis -- The Semiotic Square -- IMPLICATIONS FOR QUALITATIVE RESEARCH DESIGN -- Recruitment -- Protocol Design -- The Binary Analysis of Qualitative Data -- Case and Discussion: Positioning Instant Gourmet Coffee -- BACKGROUND -- THE INSTANT GOURMET BRAND LEGACY -- The Research Process -- RESEARCH DESIGN -- THE MEANING OF PREMIUM -- Gourmet Culture -- Luxury Culture -- THE PREMIUM COFFEE CATEGORY -- "Gourmet" Coffee
  • Structural Dimensions of Discourse -- Semantic Dimensions of Discourse -- Derrida and the Deconstruction of Phenomenology -- IMPLICATIONS OF POST-STRUCTURALISM FOR MARKETING RESEARCH -- Practical Applications -- Multicultural Identity -- Heterotopia: Semiosis in Non-Linear Space-Time -- Heterotopia and the Digitally Mediated Service Experience -- Conclusion -- 2: Advertising Semiotics -- Case Preview: Finding a Cultural Positioning fo rInstant Gourmet Coffee -- The Interpretive Paradigm in Advertising Research -- TEXT-CENTERED ADVERTISING RESEARCH -- CONSUMER RESPONSE
  • THE SEMIOTIC DIFFERENCE -- Chapter Summaries -- CREATING VALUE THROUGH SEMIOTICS RESEARCH -- ADVERTISING SEMIOTICS -- BRAND METAPHOR -- SERVICESCAPE SEMIOTICS -- CULTURAL BRANDING -- SEMIOTIC ETHNOGRAPHY -- Concluding Remarks -- 1: Creating Value through Semiotics -- The Structural Paradigm in Marketing Semiotics -- CODE THEORY -- The Sign -- Code and Performance -- Codes and the Social S -- FROM LINGUISTICS TO SEMIOTICS: STRUCTURAL ANTHROPOLOGY -- MARKETING SEMIOTICS -- The Code and Performance in Market Research -- Category Codes -- Post-Structural Semiotics -- DISCOURSE THEORY
Control code
ocn899211451
Dimensions
unknown
Extent
1 online resource (xiv, 189 pages)
File format
unknown
Form of item
online
Isbn
9780191631566
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
unknown
http://library.link/vocab/recordID
.b34521100
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)899211451
  • ebl0191631566

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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