Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits
Using Semiotics in Marketing introduces semiotic thinking as a practical way to explore consumer insight and brand meaning. Dr Rachel Lawes examines how interpreting signs and associations can support more informed marketing decisions, helping businesses strengthen brands and pursue growth and profitability.
About This Book
Using Semiotics in Marketing explores how semiotic thinking can be applied to marketing practice.
The book focuses on understanding consumer insight through the meanings, signs, and associations connected with brands.
It presents semiotics as a tool for developing clearer brand understanding and more informed marketing decisions.
Its central aim is to show how deeper consumer interpretation can contribute to brand growth and profits.
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