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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.
List of contents
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;
About the author
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.
