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Richard Johnson (1971)
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Marketing Semiotics: Signs, Strategies, and Brand Value
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EJM Book review 51,5/6 Creating Value: The Theory and Practice of Marketing Semiotics Research Edited by Laura R. Oswald Oxford University Press 189 pp. £60 (Hbk) £19.99 (Pbk) ISBN: 978-0-19-965726-1 (Hbk) 978-0-19-965727-8 (Pbk) Review DOI 10.1108/EJM-05-2016-0284 This book is grounded on two evidences: (1) in line with cultural studies in marketing (McCracken 1986; Peñaloza et al., 2011), markets are not only economic systems for exchange optimization but also places for meaning production and circulation; and (2) in line with Oswald’s (2012) book, financial efforts oriented to enrich a brand’s semantics are to be seen as investments. Value creation for brands, however, is partially the result of brand managers’ self-determination (i.e. the expression of their free will), partially bounded by existing semiotic codes (e.g. cultural codes permeating a given industry or popular culture; Arsel and Bean, 2013; Holt, 2002). As such, marketing semiotics is at the same time a powerful device to improve a brand’s financial performance and a means to properly contextualize this brand within its extended cultural milieu (e.g. local/global market cultures and consumer behaviors, market trends and taste regimes). On the one hand, Oswald provides clear arguments and methods to appraise marketing semiotics’ rigor in line with
European Journal of Marketing – Emerald Publishing
Published: May 8, 2017
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