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Using Semiotics in Marketing
How to Achieve Consumer Insight for Brand Growth and Profits
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Using Semiotics in Marketing
$7199
Unit price
/
Unavailable
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?
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.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
feedback is welcome!
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
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.
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