Semiotics Marketing And Communication
DOWNLOAD
AUDIOBOOK
READ ONLINE
Download Semiotics Marketing And Communication PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Semiotics Marketing And Communication book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Semiotics Marketing And Communication
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : J. Floch
language : en
Publisher: Palgrave Macmillan
Release Date : 2014-01-14
Semiotics Marketing And Communication written by J. Floch and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-14 with Business & Economics categories.
Semiotics is concerned with the signs and meanings that are attached to linguistic and non-linguistic things and events. As such it plays an increasingly important role within marketing as marketing is seen in terms of exchange relationships that entail psychological and social, as well as physical and financial meanings. Products therefore become 'symbols for sale'. In studying semiotics, marketers can better understand consumer behaviour and how to be effective in their marketing communications. Jean-Marie Floch provides an excellent introduction to the potential offered by a semiotic approach to a variety of marketing and communication problems or situations. This book will be of great value to anyone interested in knowing how to build meaning for a target audience. Key semiotic concepts and principles are gradually introduced using real life studies to ease the presentation of the terminology and to show the managerial relevance of each research step.
Marketing And Semiotics
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : Jean Umiker-Sebeok
language : en
Publisher: Walter de Gruyter
Release Date : 2012-10-25
Marketing And Semiotics written by Jean Umiker-Sebeok and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-25 with Language Arts & Disciplines categories.
Marketing And Semiotics
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : Hanne Hartvig Larsen
language : en
Publisher:
Release Date : 1991
Marketing And Semiotics written by Hanne Hartvig Larsen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991 with Business & Economics categories.
Marketing Semiotics
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : Laura R. Oswald
language : en
Publisher: Oxford University Press
Release Date : 2012-02-16
Marketing Semiotics written by Laura R. Oswald and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02-16 with Business & Economics categories.
Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.
Doing Semiotics
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : Laura R. Oswald
language : en
Publisher: Oxford University Press
Release Date : 2020-06-04
Doing Semiotics written by Laura R. Oswald and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-04 with Business & Economics categories.
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.
Handbook Of Brand Semiotics
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : George Rossolatos (Hrsg.)
language : en
Publisher: kassel university press GmbH
Release Date : 2015-11-09
Handbook Of Brand Semiotics written by George Rossolatos (Hrsg.) and has been published by kassel university press GmbH this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-09 with Branding (Marketing) categories.
Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels. The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: Analyzing and designing brand language across media Brand image, brand symbols, brand icons vs. iconicity The contribution of semiotics to transmedia storytelling Narrativity and rhetorical approaches to branding Semiotic roadmap for designing brand identity Semiotic roadmap for designing logos and packaging Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms Sociosemiotic accounts of building brand identity online Multimodality and Multimodal critical discourse analysis Challenging the omnipotence of cognitivism in brand- related research Semiotics and (inter)cultural branding Brand equity semiotics
Using Semiotics In Marketing
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : Rachel Lawes
language : en
Publisher: Kogan Page Publishers
Release Date : 2020-03-03
Using Semiotics In Marketing written by Rachel Lawes and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-03 with Business & Economics categories.
In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers. Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established ones. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.
Creating Value
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : Laura R. Oswald
language : en
Publisher:
Release Date : 2015
Creating Value written by Laura R. Oswald and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Business & Economics categories.
In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves. Strong brands leverage consumer investments in the cultural myths, social networks, and ineffable experiences they associate with marketing signs and rituals. Creating Value: The Theory and Practice of Marketing Semiotic Research is a guide to managing these investments by managing the cultural codes that define value in a market or consumer segment. The book extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space. The book invites readers to challenge the current thinking on topics ranging from cultural branding and brand rhetoric to digital media management and service site design. It also emphasizes the role of product category codes and cultural trends in the production of perceived value. Creating Value explains theory in language that is accessible to academics and students, as well as research practitioners and marketers. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature. The book also provides practitioners and professors with a practical guide to the methods used in semiotic research across the marketing mix.
Images That Work
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : John Oller
language : en
Publisher: Praeger
Release Date : 1999-06-30
Images That Work written by John Oller and has been published by Praeger this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-06-30 with Business & Economics categories.
A simple and clear development of semiotic theory, how it explains why some messages work better than others, and how to apply it in advertising, marketing, and high stakes communications.
Doing Semiotics
DOWNLOAD
AUDIOBOOK
READ ONLINE
Author : Laura R. Oswald
language : en
Publisher:
Release Date : 2020
Doing Semiotics written by Laura R. Oswald and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with Branding (Marketing) categories.
Using applied semiotics, this book shows readers how to leverage the cultural codes that structure communication and sociality, endow things with value, and help us navigate social space and cultural change to solve business problems, foster innovation, and create meaningful experiences for consumers.