USING SEMIOTICS IN MARKETING

1. Auflage 2020
ISBN: 978-1-78966-206-1
Verlag: KOGAN PAGE

Buch, Englisch, 280 Seiten, Format (B × H): 165 mm x 240 mm, Gewicht: 450 g

In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers.

Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics 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, reposition existing brands, or rejuvenate established ones.

Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.

Autoren/Hrsg.

Lawes, Rachel

Fachgebiete

• Geisteswissenschaften Sprachwissenschaft Sprachwissenschaften Semiotik
• Geisteswissenschaften Philosophie Semiotik
• Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Semiotik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 00: Introduction; Chapter - 01: Semiotics will change your career in marketing or market research; Chapter - 02: An explosion of semiotics in business; Chapter - 03: How to do research using semiotics - A blueprint for marketers; Chapter - 04: Images, language and other semiotic signs; Chapter - 05: Society, culture and other big influences on consumers; Chapter - 06: Creativity and innovation - Semiotic tools for thinking; Chapter - 07: How to do semiotic field trips; Chapter - 08: Combining semiotics with ethnography and discourse analysis; Chapter - 09: Data - insight - strategy; Chapter - 10: Sharing the findings of semiotic research; Chapter - 11: Industry debates and the future of semiotics; Chapter - 12: Inspiration - How to continue teaching yourself to do semiotics;

Über Autor(innen)

Lawes, Rachel
Dr Rachel Lawes is recognized as one of the original founders of commercial semiotics. Based in London, UK, she is a Fellow of the Market Research Society, and for 15 years has convened its Advanced Qualitative Methods Masterclass. She supplies brand and marketing strategy to businesses such as Unilever, P&G, Kraft, Nike and Diageo, as well as clients in specialized sectors such as pharmaceuticals and finance. A regular international conference speaker, she is the author of Using Semiotics in Marketing, also published by Kogan Page.

Dr Rachel Lawes is recognized as one of the original founders of commercial semiotics. She has convened the Market Research Society (MRS) Advanced Qualitative Methods Masterclass for over ten years, and was previously a Principal Lecturer in Marketing at Regent's University London. She has supplied brand strategy and consumer insight to major brands globally, including Unilever, P&G, Kraft, Tesco and The Discovery Channel.