Using Semiotics in Marketing

Name: Using Semiotics in Marketing
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SKU: 9781398607644
Price: 66.0 NZD
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How to Achieve Consumer Insight for Brand Growth and Profits

By Dr Rachel Lawes

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Summary

Using Semiotics in Marketing by Dr Rachel Lawes explores how semiotics, the study of signs and symbols, can enhance marketing strategies. It offers practical insights and methods to decode cultural meanings, helping marketers to create more impactful and resonant brand messages. Through its engaging content, the book bridges the gap between theory and real-world application in the business context.
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Format: Paperback / softback

$66⁰⁰

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Using Semiotics in Marketing

$66⁰⁰

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

This book may appeal to you if you're interested in exploring how cultural signs and symbols influence consumer behaviour and effective marketing strategies. Dr Rachel Lawes delves into the application of semiotics in business, making it a practical choice for marketers eager to understand and utilise communication more persuasively.

Improve your understanding of what semiotics is and how it can be used to drive growth and profits by using it to create better ads, marketing communications, branding, websites, packaging and social media content.

Description

Semiotics is the new superpower for marketers. This new edition sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems.

Using Semiotics in Marketing will help marketers looking to launch new brands and reposition or rejuvenate established ones. In what can seem a complex and abstract field, this book is a clear and practical resource on how to seize the tremendous opportunity that semiotics offers. This book will cover key topics such as how to research using semiotics, semiotic tools for thinking and looking at images, language, and other semiotic signs.

Newly updated, this second edition includes three brand new chapters on researching digital culture and applied semiotics looking at brand and branding and storytelling in marketing communications.

Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is, why it matters, and how it enables marketers to tap into consumers like never before. This results in better ads, websites, packaging, and social media content - ultimately driving brand growth and profits. It also demonstrates how to run a successful commercial semiotics project from commission and design right through to analysis of results.

Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?

Dr Rachel Lawes' Using Semiotics in Marketing is lauded as an essential resource for marketers and researchers, offering a thorough exploration of semiotics applied to contemporary marketing challenges. Reviewers praise its insightful, accessible approach to understanding cultural shifts and consumer behaviour, enhanced with the addition of new chapters addressing recent socio-political changes and metamodernism. The book is commended for bridging academic theory and practical application, making it a valuable guide for both seasoned professionals and those new to the field.

Book Details

INFORMATION

ISBN: 9781398607644

Publisher: Kogan Page Ltd

Format: Paperback / softback

Date Published: 03 March 2023

Country: United Kingdom

Imprint: Kogan Page Ltd

Edition: 2nd Revised edition

Audience: General / adult, Tertiary education, Professional and scholarly

DIMENSIONS

Spine width: 19.0mm

Width: 156.0mm

Height: 233.0mm

Weight: 535g

Pages: 360

Collections

Business & Entrepreneurship Dr Rachel Lawes Education & Reference Marketing & Sales Non-Fiction Science & Nature

About the Author

Dr Rachel Lawes is recognized as one of the original founders of British commercial semiotics. Based in London, UK, she has convened the Market Research Society Advanced Qualitative Methods Masterclass for 15 years. Academic posts include Principal Lecturer in Marketing at Regent's University London. She supplies brand strategy and consumer insight to brands and ad agencies globally. Clients include Unilever, P&G, Diageo and Grey London. Rachel is a Fellow of the Market Research Society in the UK. She is the author of Using Semiotics in Marketing and Using Semiotics in Retail, both published by Kogan Page.