Using Semiotics in Marketing

How to Achieve Consumer Insight for Brand Growth and Profits
2. Auflage 2023
ISBN: 978-1-3986-0766-8
Verlag: Kogan Page

Buch, Englisch, 360 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 972 g

Semioticsis a superpower for marketers. It's a proven, powerful method of uncovering consumer insight, tailoring brand strategies that work and generating profit for brands. Companies such as Unilever and P&G have attested to the success of Lawes semiotics in stimulating innovation and boosting sales. Now 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. Using Semiotics in Marketing is an acclaimed how-to guide that makes semiotics accessible. It ensures all agency-side and client-side marketers can pick up the skills to use and apply semiotics to brands and is the only book on semiotics ever published that sets out a complete blueprint for research projects. This is your one-stop guide to learn how to write briefs and proposals, design projects, conduct analysis, write reports and present research findings. Start using semiotics today. Position and launch new brands, rejuvenate established ones, design products and packaging and inspire timely and provocative ad campaigns. See the future. Innovate.

Autoren/Hrsg.

Lawes, Rachel

Fachgebiete

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

Inhaltsverzeichnis

Chapter - 00: Introduction to the new edition; Chapter - 000: Introduction to the first edition;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;Chapter - 13: Consumer needs in the 2020s;Chapter - 14: Brands and businesses;Chapter - 15: Marketing and communications;Chapter - 16: Acknowledgements;Chapter - 17: Glossary;Chapter - 18: References;

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 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.