Using Semiotics in Marketing by Rachel Lawes
In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers. Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established ones. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.
"An insightful and intuitive toolkit for a cultural edge in marketing" * Holly Clancey, Brand Planning Director, Nike *
"If your job title or description includes the words 'consumer' then this book is essential. An expert guide on decoding consumer signals for the non-expert." * Jane Frost, CBE, Chief Executive, MRS *
"A masterclass in the role of culture on consumer behaviour - describing how to decipher signs and codes to enable you to see connections and meaning that are invisible to others." * Nick Harrington, Principal Scientist, Procter & Gamble *
"'A priceless guide for marketers to make sense of the world that their consumers live in.'" * Shelley Sengupta, VP and Chief Planning Officer, Diageo India *
"Learn how ideas get into people's heads, the role of culture and the method of outside-in thinking. A must-read for any marketer or market researcher." * Ray Poynter, Founder and Chair, NewMR, and member of ESOMAR Council *
"If your job title or description includes the words 'consumer' then this book is essential. An expert guide on decoding consumer signals for the non-expert." * Jane Frost, CBE, Chief Executive, MRS *
"A masterclass in the role of culture on consumer behaviour - describing how to decipher signs and codes to enable you to see connections and meaning that are invisible to others." * Nick Harrington, Principal Scientist, Procter & Gamble *
"'A priceless guide for marketers to make sense of the world that their consumers live in.'" * Shelley Sengupta, VP and Chief Planning Officer, Diageo India *
"Learn how ideas get into people's heads, the role of culture and the method of outside-in thinking. A must-read for any marketer or market researcher." * Ray Poynter, Founder and Chair, NewMR, and member of ESOMAR Council *
Dr Rachel Lawes is recognized as one of the original founders of commercial semiotics. She has convened the Market Research Society (MRS) Advanced Qualitative Methods Masterclass for over ten years, and was previously a Principal Lecturer in Marketing at Regent's University London. She has supplied brand strategy and consumer insight to major brands globally, including Unilever, P&G, Kraft, Tesco and The Discovery Channel.
| SKU | Unavailable |
| ISBN 13 | 9781789662078 |
| ISBN 10 | 1789662079 |
| Title | Using Semiotics in Marketing |
| Author | Rachel Lawes |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2020-03-31 |
| Number of pages | 280 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |