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Doing Semiotics
A Research Guide for Marketers at the Edge of Culture
«The book provides the clearest introduction that I have seen to date of the application of semiotics to branding and the analysis of consumer behaviour. It is packed throughout with well thought-out practical exercises and insightful commentaries that will be widely welcomed by all of those involved in marketing semiotics.»
Professor Daniel Chandler, Department of Theatre, Film and Television Studies, Aberystwyth Universit
The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Les mer
The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the key principles and methods
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.
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.
Detaljer
- Forlag
- Oxford University Press
- Innbinding
- Innbundet
- Språk
- Engelsk
- ISBN
- 9780198822028
- Utgivelsesår
- 2020
- Format
- 24 x 16 cm
Anmeldelser
«The book provides the clearest introduction that I have seen to date of the application of semiotics to branding and the analysis of consumer behaviour. It is packed throughout with well thought-out practical exercises and insightful commentaries that will be widely welcomed by all of those involved in marketing semiotics.»
Professor Daniel Chandler, Department of Theatre, Film and Television Studies, Aberystwyth Universit
«Doing Semiotics is an important practical guide for the student of semiotics. It contains a number of current illuminating cases, exercises, and examples framed from a cultural and ethnographic perspective. It deserves keen attention from the many who can benefit from these semiotic tools, whether in business, design, or non-profit marketing.»
Professor Russell Belk, Distinguished Research Professor and the Kraft Foods Canada Chair in Marketi
«Semiotics is central to marketing; few would disagree. But semiotics is also a complex discipline. In this volume, Laura Oswald links the semiotic tools to the most fundamental marketing tasks and also couples it with marketing research techniques. Marketing semiotics for beginners -- in the best sense of the word.»
Professor Søren Askegaard, University of Southern Denmark
«Doing Semiotics is a valuable resource for scholars seeking guidance about the process of semiotics and its application to deciphering marketplace meanings. With contributions from thought leaders like Marcel Danesi, Laura Oswald has put together a rich and useful manual to help readers uncover the fascinating world of cultural signs and their interpretation.»
Professor Robert Kozinets, Jayne and Hans Hufschmid Chair of Strategic Public Relations, the Annenbe
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