Marketing semiotics signs, strategies, and brand value
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 change...
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| Format: | Book |
| Language: | English |
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Oxford
Oxford University Press
2012
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| Online Access: | Click Here to View Status and Holdings. |
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