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Edition: 2nd 2016 (Revised)
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Brand Meaning seeks to answer one of the most pressing issues in marketing today: How does meaning become attached to brands? Psychologist, semiotics expert, and marketing consultant Mark Batey draws on his experience working with leading international companies, proposing a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Of interest to students and researchers in Consumer Psychology and Marketing, as well as practicing marketing professionals, this concise yet comprehensive, newly revised edition contains up-to-date examples throughout, as well as new material on storytelling, global branding, emotional branding, new media, and…
Copyright year: 2016
Publisher: Taylor & Francis Group
Publication date: 12/17/2015
Size: 6.00" wide x 9.00" long x 0.55" tall