Using Semiotics in Marketing - How to Achieve Consumer Insight for Brand Growth and Profits (Paperback, 2nd Revised edition)

Semiotics is a superpower for marketers. It generates profits for brands. It's a proven, powerful method of uncovering consumer insight and tailoring brand strategies that work. Companies such as Unilever and P&G attest to the success of Lawes semiotics in stimulating innovation and boosting sales. This book makes semiotics accessible. You can do semiotics. All agency-side and client-side marketers can pick up the skills to use and apply semiotics to brands. Using Semiotics in Marketing is an acclaimed how-to guide. It's the only book on semiotics ever published that sets out a complete blueprint for research projects. Clear instructions show how to write briefs and proposals, design projects, conduct analysis, write reports and present research findings. Newly updated, this second edition is packed with even more revelations about brands, consumers and their emerging needs. Three new chapters reveal the unseen social forces that drive the Be Kind movement, public appetite for sincerity and the emotions of younger generations. Start using semiotics today. Position and launch new brands. Rejuvenate established brands. Design products and packaging. Inspire timely and provocative ad campaigns. Innovate. See the future.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Release date:	February 2023
First published:	2023
Authors:	Rachel Lawes
Dimensions:	234 x 156mm (L x W)
Format:	Paperback - Trade
Pages:	288
Edition:	2nd Revised edition
ISBN-13:	978-1-398-60764-4
Categories:	Books > Reference & Interdisciplinary > Communication studies > Semiology Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	1-398-60764-9
Barcode:	9781398607644

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