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Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits - Softcover
Synopsis
<p><b>Semiotics</b> <b>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.</b></p><p>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.</p><p><b><i>Using Semiotics in Marketing</i></b> 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.</p><p>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.</p>
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About the Author
<b>Dr Rachel Lawes</b> 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 <b><i>Using Semiotics in Marketing</i></b>, also published by Kogan Page.
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Paperback. Condition: new. Paperback. 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. Improve your understanding of what semiotics is and how it can be used to drive growth and profits by using it to create better ads, marketing communications, branding, websites, packaging and social media content. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9781398607644
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Paperback. Condition: New. 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 PandG 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. Seller Inventory # LU-9781398607644
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Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits (Paperback or Softback)
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