Dialogo : marketing e ricerca semiotica

Aaker, David A., Managing brand equity. Capitalizing on the value of a brand name, New York, Simon and Schuster, 1991.

Ceriani, Giulia, Marketing moving : l’approccio semiotico. Analizzare il mix di comunicazione, gestirne gli effetti di senso, Milano, FrancoAngeli, 2009.

Eugeni, Rugiero, “The Post-advertising Condition. A Socio-Semiotic and Semio-Pragmatic Approach to Algorithmic Capitalism”, in G. Meiselwitz (ed.), Social Computing and Social Media. Communication and Social Communities (11th International Conference, SCSM, Proceedings, Part II), Cham, Springer, 2019.

Finocchi, Riccardo, Antonio Perri, Paolo Peverini, “Smart Objects in Daily Life : Tackling the Rise of New Life Forms in a Semiotic Perspective”, Semiotica, 236, 2020.

Geertz, Clifford, The Interpretation of Cultures, New York, Basic Books, 1973.

Holt, Douglas, How brands become icons. The principles of cultural branding, Harvard Business Review Press, Boston, 2004 ; tr. it., Cultural branding. Come i brand diventano icone, Roma, Luiss University Press, 2024.

— e Douglas Cameron, Cultural strategy. Using innovative ideologies to build breakthrough brands, Oxford, Oxford University Press, 2010.

Mangano, Dario, “Biglietti d’invito”, in D. Holt, Cultural Branding. Come i brand diventano icone, Roma, Luiss University Press, 2024.

Oswald, Laura, Marketing Semiotics. Signs, strategies and Brand Value, Oxford, Oxford U.P., 2012.

Oswald, Laura, Creating Value. The Theory and Practice of Marketing Semiotics Research, Oxford, Oxford U.P., 2015.

Oswald, Laura, Doing Semiotics. A Research Guide for Marketers at the Edge of Culture, Oxfrod, Oxford U.P., 2020.

Peverini, Paolo, “Coca Cola”, in D. Mangano e F. Sedda (eds.), Simboli d’oggi. Critica dell’inflazione semiotica, Milano, Meltemi, 2023.

Peverini, Paolo, Inchiesta sulle reti di senso. Bruno Latour nella svolta semiotica, Milano, Meltemi, 2023.

Peverini, Paolo, “Prefazione”, in D. Holt, Cultural Branding. Come i brand diventano icone, Roma, Luiss University Press, 2024.

Sarkar, Christian, e Philip Kotler, Brand Activism. From Purpose to Action, Chicago, Idea Bite Press, 2018.