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Historical translations and underground transfers of knowledge and values between cultural domains merit more attention. This book discusses the past, present and future of meaning. It shows how management of meaning in organizations fuels sociocultural evolution in complex societies, changing semantic fields of possible meanings ahead.
This is the first book to study the middlebrow novel in France. It asks what middlebrow means, and applies the term positively to explore the 'poetics' of the types of novel that have attracted 'ordinary' fiction readers - in their majority female - since the end of the 19th century.
Branding is currently one of the most exciting subjects around; business people everywhere are waking up to the fact that brands are a huge source of value. But it is only by understanding the real value that brands bring to consumers that brand owners and manufacturers can truly learn to exploit that value. Brands no longer operate only in the traditional packaged goods markets; the techniques of good branding are just as vital in the business-to-business and utilities sectors, and are increasingly being applied even in non-commercial areas, from charities to football clubs. This comprehensive and authoritative book looks at branding from a wide range of perspectives: from the creation of a new brand, through the development of brand names and packaging designs, to advertising international brands. It explores the hot topics of brand valuation and brand licensing, as well as studying the increasingly important role of the corporate brand. This book is a must for anyone with an interest in brands.