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Marketing as a business function has swept the world. It is the fastest growing global business activity. It has infiltrated all aspects of life, not just the economic - but also the political, social and personal.
The post National marketing in a global market appeared first on OUPblog.
The semiotic paradigm in market research gives new meaning to the expression, "You are what you eat." The semiotic value of goods, from foodstuffs to cars, transcends their functional attributes, such as nutrition or transportation, and delivers intangible benefits to consumers in the form of brand symbols, icons, and stories. For instance, Coke offers happiness, Apple delivers "cool," and BMW strokes your ego.
The post Signs, strategies, and brand value appeared first on OUPblog.