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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Doing Semiotics - A Research Guide for Marketers at the Edge of Culture (Hardcover)
Loot Price: R2,548
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Doing Semiotics - A Research Guide for Marketers at the Edge of Culture (Hardcover)
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The semiotics discipline - a hybrid of communication science and
anthropology - accounts for the deep cultural codes that structure
communication and sociality, endow things with value, move us
through constructed space, and moderate our encounters with change.
Doing Semiotics shows readers how to leverage these codes to solve
business problems, foster innovation, and create meaningful
experiences for consumers. In addition to the key principles and
methods of applied semiotics, it introduces the basics of branding,
strategic decision-making, and cross-cultural marketing management.
Through practical exercises, examples, extended team projects, and
evaluation criteria, this book guides students through the
application of learning to all phases of semiotics-based projects
for communications, brand equity management, design strategy, new
product development, and public policy management. In addition to
tools for sorting data and mapping cultural dimensions of a market,
it includes useful interview protocols for use in focus groups,
in-depth interviews, and ethnographic studies, as well as expert
case studies that will enable readers to apply semiotics to
consumer research.
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