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Doing Semiotics :A Research Guide for Marketers at the Edge of Culture /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Doing Semiotics :/ Laura R. Oswald.
其他題名:	A Research Guide for Marketers at the Edge of Culture /
作者:	Oswald, Laura R.,
出版者:	Oxford :Oxford University Press,2020.
面頁冊數:	xii,240 p. :ill.;24cm.
附註:	Includes bibliographical references and index.
標題:	Branding (Marketing) -
ISBN:	9780198862116(pbk)

Doing Semiotics :A Research Guide for Marketers at the Edge of Culture /
Oswald, Laura R.,

Doing Semiotics :A Research Guide for Marketers at the Edge of Culture /Laura R. Oswald. - Oxford :Oxford University Press,2020. - xii,240 p. :ill.;24cm.

Includes bibliographical references and index.

Introduction -- 1. Brand Equity and Semiotics -- 2. Strategic Semiotics -- 3. Design Strategy -- 4. Consumer Semiotics -- 5. Semiotic Ethnography.

The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the key principles and methods of applied semiotics, it introduces the basics of branding, strategic decision-making, and cross-cultural marketing management. Through practical exercises, examples, extended team projects, and evaluation criteria, this book guides students through the application of learning to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to tools for sorting data and mapping cultural dimensions of a market, it includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic studies, as well as expert case studies that will enable readers to apply semiotics to consumer research.

ISBN: 9780198862116(pbk)NT882Subjects--Topical Terms:

187439
Branding (Marketing)

Dewey Class. No.: 302.2

Doing Semiotics :A Research Guide for Marketers at the Edge of Culture /
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