000			01787cam a2200385 a 4500
001			17309834
003			OSt
005			20161207141444.0
008			120519s2012 enka b 001 0 eng d
010			_a 2011278665
015			_aGBB0E4874 _2bnb
016	7		_a015710026 _2Uk
020			_a9780199566501
020			_a019956650X
020			_a9780199566495 (hbk.)
020			_a0199566496 (hbk.)
035			_a(OCoLC)ocn706031353
040			_aBTCTA _beng _cBTCTA _dYDXCP _dUAT _dUKMGB _dNLE _dCDX _dBWX _dTXI _dDLC
042			_alccopycat
050	0	0	_aHF5415.123 _bO78 2012
082	0	4	_a658.802 _223
100	1		_aOswald, Laura. _93517 _0(local)60223
245	1	0	_aMarketing semiotics : _bsigns, strategies, and brand value / _cLaura R. Oswald.
260			_aOxford ; _aNew York : _bOxford University Press, _c2012.
300			_axii, 218 p. : _bill. ; _c24 cm
504			_aIncludes bibliographical references (p. [203]-213) and index.
520			_aProposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.
650		0	_aCommunication in marketing. _91626 _0(local)30828
650		0	_aSemiotics. _93518 _0(local)43130
650		0	_aBranding (Marketing) _91374 _0(local)30301
650		0	_aMarketing. _91425 _0(local)29252
906			_a7 _bcbc _ccopycat _d2 _encip _f20 _gy-gencatlg
942			_2lcc _cBK
955			_bxe10 2012-05-19 z-processor 2 copies to USPL _ixj06 2012-05-24 Copy 1-2 to BCCD (Telework)
999			_c2989 _d2989