Rachel Lawes

Using Semiotics in Marketing (eBook, ePUB)

How to Achieve Consumer Insight for Brand Growth and Profits

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 360
• Erscheinungstermin: 3. März 2023
• Englisch
• ISBN-13: 9781398607651
• Artikelnr.: 67497200

Autorenporträt

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.

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;