Name: Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits (en Inglés)
Price: 51490.00 CLP
Availability: InStock
Author: Lawes, Rachel
ISBN: 9781398607644

Formato

Libro Físico

Autor

Rachel Lawes

Editorial

Kogan Page

Idioma

Inglés

N° páginas

288

Encuadernación

Tapa Blanda

Dimensiones

23.4 x 15.6 x 2.5 cm

Peso

0.51 kg.

ISBN13

9781398607644

N° edición

0002

Categorías

Economía conductista/conductual
Investigación de mercado

Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits (en Inglés)

Rachel Lawes (Autor) · Kogan Page · Tapa Blanda

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Reseña del libro "Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits (en Inglés)"

Semiotics is the new superpower for marketers. This new edition sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands and reposition or rejuvenate established ones. In what can seem a complex and abstract field, this book is a clear and practical resource on how to seize the tremendous opportunity that semiotics offers. This book will cover key topics such as how to research using semiotics, semiotic tools for thinking and looking at images, language and other semiotic signs. Newly updated, this second edition includes three brand new chapters on researching digital culture and applied semiotics looking at brand and branding and storytelling in marketing communications. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is, why it matters and how it enables marketers to tap into consumers like never before. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits. It also demonstrates how to run a successful commercial semiotics project from commission and design right through to analysis of results.