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Format: Inbunden (Klotband)
Språk: Engelska
Antal sidor: 360
Utgivningsdatum: 2023-03-03
Upplaga: 2
Förlag: Kogan Page Ltd
Dimensioner: 234 x 156 x 29 mm
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ISBN: 9781398607668

Using Semiotics in Marketing

Name: Using Semiotics in Marketing
Price: 1265.00 SEK
Availability: InStock
Author: Rachel Lawes, Dr Rachel Lawes, Rachel Lawes
ISBN: 9781398607668

How to Achieve Consumer Insight for Brand Growth and Profits

av Rachel Lawes, Dr Rachel Lawes, Rachel Lawes

Inbunden, Engelska, 2023-03-03

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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.

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De som köpt den här boken har ofta också köpt Using Semiotics in Retail av Rachel Lawes, Dr Rachel Lawes, Rachel Lawes (inbunden).

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Using Semiotics in Retail

Rachel Lawes, Dr Rachel Lawes, Rachel Lawes

WINNER: Business Book Awards 2023 - Sales & Marketing Boosting retail sales is more important than ever. Stand out in a global, digital marketplace, grow customer loyalty and evolve your brand by leveraging the power of semiotics online and in phy...

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Dr Rachel Lawes is recognized as one of the original founders of British commercial semiotics. Based in London, UK, she has convened the Market Research Society Advanced Qualitative Methods Masterclass for 15 years. Academic posts include Principal Lecturer in Marketing at Regent's University London. She supplies brand strategy and consumer insight to brands and ad agencies globally. Clients include Unilever, P&G, Diageo and Grey London. Rachel is a Fellow of the Market Research Society in the UK. She is the author of Using Semiotics in Marketing and Using Semiotics in Retail, both published by Kogan Page.