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Readership: Academics, researchers, and students of Management, Marketing, Brand Management, Marketing Communication, and Advertising; practitioners in brand management, planning, and advertising.
Laura R. Oswald, Associate Professor of Advertising, University of Illinois at Urbana-Champaign, and Director, Marketing Semiotics Inc
Laura Oswald, Ph.D. is founder and director of Marketing Semiotics Inc. Dr Oswald is an expert in the areas of brand strategy, consumer research, and semiotics - a social science discipline that examines brands and advertising in the framework of cultural signs and meanings. She conducts consumer studies in a variety of formats, including focus groups, in-depth interviews, and on-site ethnographies in North America, Europe, Singapore, and the People's Republic of China. Her research and consulting practice encompass a variety of application areas, from luxury goods to
automotive and healthcare. In addition to consulting, Laura writes and teaches on current issues in advertising, consumer research, and strategy at meetings of the Association for Consumer Research, the American Marketing Association, the Qualitative Research Consultants Association, and the American Sociological Association.
"Oswald has crafted a theoretically cogent and empirically rich account of the making of meaning in the marketplace that is accessible to academics and practitioners alike. Anyone concerned with the cultural construction of value will benefit from her many and varied analyses of the contemporary brandscape. She delivers a sensitive interpretation of the mythologies that underlie contemporary commerce. The book will prove as useful in the boardroom as in the classroom." - John F. Sherry, Jr., Herrick Professor and Department Chair, Mendoza College, University of Notre Dame.
"A breath of fresh air to the confining functional benefit brand view. Its in-depth discussion of how brands provide meaning to customer lives expands our
understanding of brands and their roles." - David Aaker, Vice-Chairman, Prophet, and author of Brand Relevance.
1: Semiotics in the World of Goods
2: Marketing Semiotics
3: Mining the Consumer Brandscape
4: Brand Discourse
5: Mining the Multicultural Brandscape
6: The Semiotics of Consumer Space