Semiotics, Marketing and Communication: Beneath the Signs, the Strategies

ISBN-13:	9780333760147
Publisher:	Palgrave Macmillan UK
Publication date:	10/16/2001
Series:	International Marketing Series
Edition description:	2001
Pages:	225
Sales rank:	699,553
Product dimensions:	5.51(w) x 8.50(h) x 0.03(d)

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.