Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits
Using Semiotics in Marketing explores the relationship between meaning, consumer insight, and brand performance. Dr Rachel Lawes introduces semiotics as a marketing-focused way to consider how brands are understood, with attention to the broader goals of brand growth and profits.
About This Book
Using Semiotics in Marketing examines how semiotics can be applied to marketing practice.
The book focuses on consumer insight and the ways meaning can inform understanding of brands and markets.
Dr Rachel Lawes connects semiotic thinking with the practical aims of brand growth and profits.
It is intended for readers interested in marketing, consumer interpretation, and the role of meaning in business.
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