Cantitate/Preț
Produs
Total produse
Vezi coșul
Marketing Semiotics: Signs, Strategies, and Brand Value de Laura R. Oswald

Marketing Semiotics: Signs, Strategies, and Brand Value

Autor Laura R. Oswald
en Limba Engleză Paperback – 16 feb 2012

Antreprenorii, managerii de brand și consultanții de strategie vor găsi în această lucrare un instrument analitic riguros pentru descifrarea modului în care consumatorii internalizează valorile intangibile. Apreciem modul în care Marketing Semiotics depășește abordarea pur academică, transformând semiotica structurală — o disciplină derivată din lingvistică și antropologie — într-o metodologie de business aplicată. Remarcăm faptul că Laura R. Oswald nu se limitează la teorie, ci demonstrează cum sistemele de semne contribuie direct la profitabilitate prin diferențierea produselor de simple mărfuri generice.

Suntem de părere că această lucrare reprezintă pilonul central al metodologiei autoarei, făcând trecerea de la conceptele fundamentale de comunicare la aplicații strategice complexe. Dacă în Doing Semiotics accentul este pus pe rezolvarea problemelor generale de business și inovație, Marketing Semiotics se concentrează strict pe arhitectura valorii de brand. Abordarea diferă de Semiotics, Marketing and Communication de J. Floch prin pragmatismul direcțiilor de execuție; în timp ce Floch pune bazele relației de schimb simbolic, Oswald oferă un cadru de lucru pentru gestionarea activă a codurilor culturale în fața schimbărilor tehnologice.

Cititorul va învăța să utilizeze semiotica pentru a refocaliza sau extinde un brand, beneficiind de numeroase tabele, figuri și studii de caz globale. Structura narativă este una densă, orientată spre rezultate, tratând brandul nu doar ca pe un logo, ci ca pe un activ financiar a cărui valoare depinde de consistența discursului simbolic în timp.

Citește tot Restrânge

Preț: 37981 lei

Preț vechi: 43410 lei
-13%

Puncte Express: 570
Paperback 37981 lei
Hardback 78143 lei

Carte tipărită la comandă

Livrare economică 04-09 iunie

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă

Specificații

ISBN-13: 9780199566501
ISBN-10: 019956650X
Pagini: 232
Ilustrații: Illustrations, tables and figures
Dimensiuni: 156 x 234 x 13 mm
Greutate: 0.41 kg
Editura: Oxford University Press
Colecția OUP Oxford
Locul publicării:Oxford, United Kingdom

De ce să citești această carte

Recomandăm această carte profesioniștilor care doresc să stăpânească mecanismele subtile ale loialității consumatorilor. Veți câștiga o metodă științifică de a măsura și dirija percepția publicului, transformând activele intangibile în valoare financiară concretă. Este lectura esențială pentru a preveni erodarea identității de brand într-o piață saturată de stimuli vizuali.

Despre autor

Laura R. Oswald este un expert recunoscut la nivel internațional în marketing strategic și semiotică aplicată, având o carieră ce îmbină cercetarea academică de vârf cu peste două decenii de consultanță pentru corporații globale. Este fondatoarea Marketing Semiotics Inc., o firmă specializată în utilizarea codurilor culturale pentru designul de brand și poziționarea pe piață. Lucrările sale, printre care se numără și Creating Value, au pus bazele utilizării antropologiei și lingvisticii în managementul modern al brandului, transformând concepte teoretice abstracte în strategii de profitabilitate pentru liderii din industrie.

Descriere

Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics.The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world.The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time.

Recenzii

The world of marketing and consumerism has undergone a radical change in the last few decades-the brands that are put out there are perceived to be much more than products. They have morphed into signs, veritable symbols of who we are, what we aspire to be, and how we intend to attain our life goals. This is a radical change, since these signifying processes were in the domain of social institutions and ideologies. Advertising and marketing have become the new beacons in how we search for meaning. Oswald's book is a brilliant examination of how brands have evolved into meaning making structures. She deconstructs the process insightfully offering us a comprehensive purview of what a branded society is all about. This is required reading for everyone, from students in marketing and culture studies to the general public. It offers a cogent perspective on how brands and social processes are now intrinsically intertwined.
In books on the application of semiotics to marketing, there is probably a 'binary distinction' between those that are written for academics, emphasizing literature and theory, and those written for practitioners, stressing examples and cases. Laura Oswald's text carves out a new portion of this space, drawing rigorously on well-accepted principles and frameworks, and then showing their value in understanding and resolving real-world branding and advertising challenges. Anchoring strongly on her deep knowledge of the literature on meaning production and symbolic consumption, Oswald applies this to several real branding case studies from a variety of industries and cultures. I intend to use many of these principles and case studies in my branding classes: there is clearly much that marketing professionals can learn from them.
Oswald has crafted a theoretically cogent and empirically rich account of the making of meaning in the marketplace that is accessible to academics and practitioners alike. Anyone concerned with the cultural construction of value will benefit from her many and varied analyses of the contemporary brandscape. She delivers a sensitive interpretation of the mythologies that underlie contemporary commerce. The book will prove as useful in the boardroom as in the classroom.
A breath of fresh air to the confining functional benefit brand view. Its in-depth discussion of how brands provide meaning to customer lives expands our understanding of brands and their roles.

Notă biografică

Laura Oswald, Ph.D. is founder and director of Marketing Semiotics Inc. Dr Oswald is an expert in the areas of brand strategy, consumer research, and semiotics - a social science discipline that examines brands and advertising in the framework of cultural signs and meanings. She conducts consumer studies in a variety of formats, including focus groups, in-depth interviews, and on-site ethnographies in North America, Europe, Singapore, and the People's Republic of China. Her research and consulting practice encompass a variety of application areas, from luxury goods to automotive and healthcare. In addition to consulting, Laura writes and teaches on current issues in advertising, consumer research, and strategy at meetings of the Association for Consumer Research, the American Marketing Association, the Qualitative Research Consultants Association, and the American Sociological Association.