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.
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.
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.
Inhaltsangabe
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;
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;
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