Using semiotics in marketing : how to achieve consumer insight for brand growth and profits /: how to achieve consumer insight for brand growth and profits. (2023)

• Record Type: Book
• Further Information: Note: Rachel Lawes.
• Authors: Lawes, Rachel
• Contents: <ul style='padding-top:0;padding-left:0;list-style:none;'><ul style='padding-top:0;list-style:none;'>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
• Edition: Second edition
• Publisher Details: London : KoganPage
• Publication Date: 2023
• Extent: 1 online resource (288 pages)
• Subjects: 658.80014; Marketing; Semiotics; Consumers -- Research
• Languages: English
• ISBNs: 9781398607651
• Related ISBNs: 9781398607668; 9781398607644
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.