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Using Semiotics in Marketing

How to Achieve Consumer Insight for Brand Growth and Profits

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.
EAN: 9781398607644
Edition: 2
Format: 234x156
288 pages

About the book

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.

About the authors

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. Based in London, UK, she is also the author of Using Semiotics in Retail, also published by Kogan Page.