02916cam a2200277 i 4500 22887620 20250325141807.0 221201s2023 nyua b 001 0 eng 2022056825 9781398607644 (paperback) DLC eng rda DLC DLC pcc HF5415 .L3264 2023 Lawes, Rachel, author. 25018 Using semiotics in marketing : how to achieve consumer insight for brand growth and profits / Rachel Lawes. Second edition. London ; New York, NY : Kogan Page, 2023. xx, 340 pages : illustrations ; 24 cm Includes bibliographical references and index. Semiotics will change your career in marketing or market research — An explosion of semiotics in business — How to do research using semiotics – A blueprint for marketers — Images, language and other semiotic signs — Society, culture and other big influences on consumers — Creativity and innovation – Semiotic tools for thinking — How to do semiotic field trips — Combining semiotics with ethnography and discourse analysis — Data – insight – strategy — Sharing the findings of semiotic research — Industry debates and the future of semiotics — Inspiration – How to continue teaching yourself to do semiotics — Consumer needs in the 2020s — Brands and businesses — Marketing and communications. 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. Provided by publisher. Marketing Handbooks, manuals, etc. 1798 Semiotics. 25019 Consumers Research. lcc 0 0 lcc 0 0 TBS TBS 2025-03-25 0 HF5415 LAW B06013 2025-03-25 1 2025-03-25 1 4577 4577