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Marketing Semiotics
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 ...
Creating Value
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 such an approach by decoding the cultural myths, social networks and deep experiences consumers associate with marketing signs, spaces and rituals.
Poetic Revolutionaries
Poetic Revolutionaries is an exploration of the relationship between radical textual practice, social critique and subversion. From an introduction considering recent debates regarding the cultural politics of intertextuality allied to avant-garde practice, the study proceeds to an exploration of texts by a range of writers for whom formal and poetic experimentation is allied to a subversive politics: Jean Genet, Monique Wittig, Angela Carter, Kathy Acker, Kathleen Mary Fallon, Kim Scott and Brian Castro. Drawing on theories of avant-garde practice, intertextuality, parody, representation, and performance such as those of Mikhaïl Bakhtin, Julia Kristeva, Gérard Genette, Margaret A. Rose, Linda Hutcheon, Fredric Jameson, Ross Chambers and Judith Butler, these readings explore how a confluence of writing strategies – covering the structural, narratological, stylistic and scenographic – can work to boost a text’s subversive power.
Hitchcock's Cryptonymies: Secret agents
Tom Cohen's radical exploration of Hitchcock's cinema departs from conventional approaches--psychoanalytic, feminist, political--to emphasize the dense web of signatures and markings inscribed on and around his films. Aligning Hitchcock's agenda with the philosophical and aesthetic writings of Nietzsche, Derrida, and Benjamin, Cohen's project dramatically recasts the history and meaning of cinema itself. This first volume of "Hitchcock's Cryptonymies provides a singularly close reading of films such as "The Lady Vanishes, Spellbound, and "North by Northwest, exposing the often imperceptible visual and aural puns, graphic elements, and cryptograms that traverse his entire body of work. Within Hitchcock's cinema, Cohen argues, these "secret agents" have more than just decorative or symbolic significance; they also reflect, critique, and disrupt traditional cinematic practice, undermining ways of seeing inherited from the Enlightenment and prefiguring postmodern culture. Cohen offers an unprecedented guide to the entirety of Hitchcock's labyrinthine signature system.
Corporate Designing Religion
Design professionalism interwoven with strategic marketing skills and advances in the technologies of digital communication are changing the interface and conceivably the future image of religious institutions. How and to what extent does corporate design influence the identity of religious institutions in the digital era? Six denominational case studies, including multifaith, in Europe were investigated. The concluding hypotheses outline principal response indicators, supplemented by a Religious Branding Compass, to assist in identifying the religious institutions' visual identity projections.
Marketing Management
Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumpt...
Michel Foucault
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The Disappearing Product
Technological and social change has transfigured the market for creative industries. A new generation of intermediaries including Amazon, Apple, Facebook and Google deal in context (how we consume) more than content (what we consume), displacing cultural producers, devaluing culturing products and monopolising consumer attention. Drawing on theoretical models across disciplines and rich in practical examples, this book charts an approach to marketing which challenges cultural producers to reclaim their place in the creative economy.
