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Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits - Couverture souple

Lawes, Rachel

 
9781398607644: Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits
Couverture souple
ISBN 10 : 1398607649 ISBN 13 : 9781398607644
Editeur : Kogan Page, 2023

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Kogan Page
Date d'édition
2023
Langue
anglais
ISBN 10 
1398607649
ISBN 13 
9781398607644
Reliure
Broché
Numéro d'édition
2
Nombre de pages
360
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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