Marketing Semiotics Research
Consumption Trends, AI, and the Economics of Experience
Herausgeber: Boero, Marianna; Piccolo, Rossana
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Effective marketing practices value communication through various channels to achieve customer retention and brand resilience. For this reason, semiotics can be a valuable ally in simplifying this process. Through semiotics, the laws of structural linguistics to the analysis of verbal, visual and spatial sign systems are extended. The semiotic method helps read hidden strategies and can be used as strategic support across a range of activities in the field of brand communication. From the analysis of an advertisement and the study of more extensive communication campaigns to the communicative ...
Effective marketing practices value communication through various channels to achieve customer retention and brand resilience. For this reason, semiotics can be a valuable ally in simplifying this process. Through semiotics, the laws of structural linguistics to the analysis of verbal, visual and spatial sign systems are extended. The semiotic method helps read hidden strategies and can be used as strategic support across a range of activities in the field of brand communication. From the analysis of an advertisement and the study of more extensive communication campaigns to the communicative coherence control and the design of logos, packaging, and retail space, further study may help businesses build successful marketing campaigns. Marketing Semiotics Research: Consumption Trends, AI, and the Economics of Experience increases the understanding of how marketing, semiotics, and advertising can interact. It presents the state of semiotic research in the field of marketing, advertising, and consumption and provides direction for future research, focusing on how social change is reflected in the consumption system. Covering topics such as sales strategies, behavioral shifts, and consumer experiences, this book is an excellent resource for marketing practitioners, communication specialists, linguists, business leaders, professionals, researchers, scholars, academicians, and more.
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