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Marketing SemioticsSigns, Strategies, and Brand Value$
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Laura R. Oswald

Print publication date: 2012

Print ISBN-13: 9780199566495

Published to Oxford Scholarship Online: April 2015

DOI: 10.1093/acprof:osobl/9780199566495.001.0001

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New Directions in Marketing Semiotics

New Directions in Marketing Semiotics

(p.185) 7 New Directions in Marketing Semiotics
Marketing Semiotics

Laura R. Oswald

Oxford University Press

This chapter discusses new directions for marketing semiotics in Internet commerce and global branding strategies. It gives two business cases that illustrate the potential of semiotics in marketing, public policy, and intellectual property on the Internet and in a global context. It explains the common interaction of consumers with computers. An important element with Internet marketing is the ability of the consumer to interact, make decisions, or simply reject the message. Marketing on the Internet demands a new kind of persuasion, a rethinking of consumer response, and new testing methods. As regards global branding strategy, semiotics can improve and balance the image to fit the local culture of consumers.

Keywords:   marketing semiotics, global branding strategies, Internet marketing

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