Creating Value

In this book, Laura Oswald brings semiotic theory and marketing practice together through an engaging and illuminating series of case studies...Her analyses astutely pin point the limitations of more conventional approaches and show the clear strategic advantages offered by a semiotically informed, cultural perspective. This book should have a strong appeal for marketing academics and practitioners alike. * Craig Thompson, Churchill Professor of Marketing, University of Wisconsin-Madison * Creating Value is a remarkable book, not only written skillfully but with a rare mix of cutting-edge theory and practice on the market-based making of meanings. Market creators, brand managers, and customer experience designers alike will find it to be an eloquent and effective guide to leveraging the power of semiotics. * Markus Giesler, Professor of Marketing, The Schulich School of Business, York University, Toronto * Today marketing managers look for customer insights directly, by getting out and talking to people where they shop and consume. The more they do so, the more they realize that interpretive and ethnographic skills are not innate; they need to be learned. Books like this one, unpacking the science and art of semiotics, are essential reading for managers responsible for insights research. * Professor John A. Deighton, Harold M. Brierly Professor of Business Administration, Harvard Business School * Building on real-life case studies, Laura Oswald offers a broad-ranging and stimulating framework for understanding how semiotics (broadly defined) can be applied to address a large variety of marketplace problems. * Christian Pinson, Emeritus Professor of Marketing, INSEAD Fontaine Bleau * Laura Oswald's truly original interdisiplinary Marketing Semiotics and its compendium Creating Value are groundbreaking, foundational works that incorporate a wide range of modern and postmodern semiotic, economic and deconstruction theories, seminal for understanding the foundations of marketing semiotics. Creating value, an intellectual tour de force is a seminal work for all those interested in semiotic theory, and marketing in particular, contributing to the establishment of the dynamic field as an exciting innovative academic discipline that furthers our comprehension of social behaviour in general. * Paul Perron, Professor Emeritus, The University of Toronto *