Pursuing The Meaning Of Meaning In The Commercial World: An International Review Of Marketing And Consumer Research Founded On Semiotics
- Topics:
- International Marketing
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Overview: From the executive summary: ‘Meaning in the commercial world is essential and enigmatic. From product design and packaging to advertising and retailing, marketers are continually seeking to strategically facilitate meanings that contribute positively to brand images, purchase likelihood, satisfaction, and the like. For their part, consumers are continually acquiring, using, sharing experiences, and disposing in substantial accordance with the meanings they attribute to products, advertisements, and purchase sites. However, despite its indisputable role in marketing and consumption activities, meaning has long been and remains one of the most complex phenomena to theorize and investigate.’ The paper provides a global review of marketing and consumer research.
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Format: PDF | Size: 722KB | Date: Jan 2003 | Pages: 104
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