Oswald Laura: Marketing Semiotics
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Жанр : Oxford University Press
Издательство : Oxford University Press
Год издания : 2011
Аннотация:
The book discusses the concept of brand equity and its impact on the financial performance of a company through analysis of the 'semiotics' of the brand and its sign systems. Including case studies, it provides an actionable strategy for steering brands through internal and external changes and pressures.