{"product_id":"using-semiotics-in-marketing-how-to-achieve-consumer-insight-for-brand-growth-and-profits-9781398607644","title":"Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits","description":"\u003cp\u003e\u003cb\u003eSemiotics\u003c\/b\u003e \u003cb\u003eis a superpower for marketers. It's a proven, powerful method of uncovering consumer insight, tailoring brand strategies that work and generating profit for brands.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eCompanies such as Unilever and P\u0026amp;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. \u003cp\u003e\u003c\/p\u003e\u003cb\u003e\u003ci\u003eUsing Semiotics in Marketing\u003c\/i\u003e\u003c\/b\u003e 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. \u003cp\u003e\u003c\/p\u003eStart 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.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eDr Rachel Lawes\u003c\/b\u003e 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\u0026amp;G, Diageo and Grey London. Rachel is a Fellow of the Market Research Society in the UK. She is the author of \u003ci\u003eUsing Semiotics in Marketing\u003c\/i\u003e and \u003ci\u003eUsing Semiotics in Retail\u003c\/i\u003e, both published by Kogan Page.\u003c\/p\u003e\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":50497285914898,"sku":"9781398607644","price":41.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_a4d5d58a-9386-4e93-820c-c360ad88cb10.jpg?v=1730710191","url":"https:\/\/surprise-castle.myshopify.com\/products\/using-semiotics-in-marketing-how-to-achieve-consumer-insight-for-brand-growth-and-profits-9781398607644","provider":"Surprise Castle","version":"1.0","type":"link"}