000			02916cam a2200277 i 4500
001			22887620
005			20250325141807.0
008			221201s2023 nyua b 001 0 eng
010			_a 2022056825
020			_a9781398607644 _q(paperback)
040			_aDLC _beng _erda _cDLC _dDLC
042			_apcc
050	0	0	_aHF5415 _b.L3264 2023
100			_aLawes, Rachel, _eauthor. _925018
245	1	0	_aUsing semiotics in marketing _b: how to achieve consumer insight for brand growth and profits _c/ Rachel Lawes.
250			_aSecond edition.
264		1	_aLondon ; New York, NY : _bKogan Page, _c2023.
300			_axx, 340 pages : _billustrations ; _c24 cm
504			_aIncludes bibliographical references and index.
505			_aSemiotics 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.
520			_aSemiotics 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. _cProvided by publisher.
650		0	_aMarketing _xHandbooks, manuals, etc. _91798
650		0	_aSemiotics. _925019
650		0	_aConsumers _xResearch.
942			_2lcc
999			_c4577 _d4577