“I know half the money I spend on advertising is wasted, but I do not know which half (J. Wannamaker)“: Semiotic answers to perennial branding troubles

Author: Rossolatos  

Publisher: Routledge Ltd

ISSN: 1470-1219

Source: Social Semiotics, Vol.23, Iss.4, 2013-09, pp. : 545-560

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Abstract