Using Semiotics in Marketing
"An insightful and intuitive toolkit for a cultural edge in marketing."
Holly Clancey, Brand Planning Director, Nike
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. Les mer
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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.
Detaljer
- Forlag
- Kogan Page Ltd
- Innbinding
- Innbundet
- Språk
- Engelsk
- Sider
- 280
- ISBN
- 9781789662061
- Utgivelsesår
- 2020
- Format
- 24 x 17 cm
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"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