The term "semiotics" means the study of signs. Signs are anything that can stand for something else to someone in a given contexts.
Thus, semiotics focuses on communication and meaning.
The objective of marketing-semiotics is to understand marketing and consumer phenomena as specific forms of reality construction and maintenance through sign use.
From this it is clear that marketing-semiotics is a field of both theoretical and practical importance. These selected papers cover a broad scope of topics within this growing field.
The combination of economic and marketing theories with semiotics and interpretive approaches is a worthwhile effort crossing conventional boundaries between disciplines.
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