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To leverage the power of brand meaning or semiotics, management needs a research approach that taps into consumers' experiences, cultural perspectives, and emotional intelligence. This book presents just such an approach by decoding the cultural myths, social networks and deep experiences consumers associate with marketing signs, spaces and rituals
- Format: Inbunden
- ISBN: 9780199657261
- Språk: Engelska
- Antal sidor: 206
- Utgivningsdatum: 2015-01-22
- Förlag: OUP Oxford