Using Semiotics in Marketing

Regular price €107.99
Regular price €108.99 Sale Sale price €107.99
A01=Dr Rachel Lawes
A01=Rachel Lawes
Age Group_Uncategorized
Age Group_Uncategorized
Author_Dr Rachel Lawes
Author_Rachel Lawes
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Brand Strategy
Branding
Category1=Non-Fiction
Category=GTD
Category=GTE
Category=KJS
Category=KJSM
Commercial Semiotics
Consumer behaviour
Consumer Research
COP=United Kingdom
Delivery_Delivery within 10-20 working days
eq_business-finance-law
eq_isMigrated=2
eq_non-fiction
Language_English
PA=Available
Price_€50 to €100
PS=Active
Social Media
softlaunch
Visual Imagery

Product details

  • ISBN 9781398607668
  • Weight: 825g
  • Dimensions: 163 x 241mm
  • Publication Date: 03 Mar 2023
  • Publisher: Kogan Page Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
  • Language: English
Delivery/Collection within 10-20 working days

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Semiotics is 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.
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.