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Oswald Laura
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Marketing Semiotics
Автор: Oswald Laura Жанр: Oxford University Press Издательство: Oxford University Press Год: 2011 Страниц: 240 Дата загрузки: 23 февраля 20132012-12-20
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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.
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