A Research Guide for Marketers at the Edge of Culture
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of applied semiotics, it introduces the basics of branding, strategic decision-making, and cross-cultural marketing management.
Through practical exercises, examples, extended team projects, and evaluation criteria, this book guides students through the application of learning to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to tools for sorting data and mapping cultural dimensions of a market, it includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic
studies, as well as expert case studies that will enable readers to apply semiotics to consumer research.