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Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits Paperback – 3 Mar. 2020

4.5 out of 5 stars 50 ratings

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Product description

Review

"An insightful and intuitive toolkit for a cultural edge in marketing." ― Holly Clancey, Brand Planning Director, Nike

"If your job title or description includes the words 'consumer' then this book is essential. An expert guide on decoding consumer signals for the non-expert." ―
Jane Frost, CBE, Chief Executive, MRS

"A masterclass in the role of culture on consumer behaviour - describing how to decipher signs and codes to enable you to see connections and meaning that are invisible to others." ―
Nick Harrington, Principal Scientist, Procter & Gamble

"'A priceless guide for marketers to make sense of the world that their consumers live in.'" ―
Shelley Sengupta, VP and Chief Planning Officer, Diageo India

"Learn how ideas get into people's heads, the role of culture and the method of outside-in thinking. A must-read for any marketer or market researcher." ―
Ray Poynter, Founder and Chair, NewMR, and member of ESOMAR Council

Review

"An insightful and intuitive toolkit for a cultural edge in marketing." ― Holly Clancey, Brand Planning Director, Nike

"If your job title or description includes the words 'consumer' then this book is essential. An expert guide on decoding consumer signals for the non-expert." ―
Jane Frost, CBE, Chief Executive, MRS

"A masterclass in the role of culture on consumer behaviour - describing how to decipher signs and codes to enable you to see connections and meaning that are invisible to others." ―
Nick Harrington, Principal Scientist, Procter & Gamble

"'A priceless guide for marketers to make sense of the world that their consumers live in.'" ―
Shelley Sengupta, VP and Chief Planning Officer, Diageo India

"Learn how ideas get into people's heads, the role of culture and the method of outside-in thinking. A must-read for any marketer or market researcher." ―
Ray Poynter, Founder and Chair, NewMR, and member of ESOMAR Council

Product details

  • Publisher ‏ : ‎ Kogan Page; 1st edition (3 Mar. 2020)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 280 pages
  • ISBN-10 ‏ : ‎ 1789662079
  • ISBN-13 ‏ : ‎ 978-1789662078
  • Dimensions ‏ : ‎ 15.49 x 1.5 x 23.01 cm
  • Customer reviews:
    4.5 out of 5 stars 50 ratings

About the author

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If you go to market research conferences, we’ve probably met. I’m one of the earliest providers of British commercial semiotics, and a prolific writer and educator of marketers. My PhD is in social psychology, so I bring a unique perspective to semiotics, placing me at the exact intersection of psychology, linguistics and cultural studies.

Even though I’ve been suppying semiotics for over 20 years, I never stop being excited about what it can do. I use it to rejuvenate brands, innovate products and services and steer comms. I deliver research, insights and strategic guidance to brand owners. I deliver training in advanced research methods for both client side and agency side users. I also supply consultancy services to ad agencies, design agencies and large branding agencies.

I have an extensive history of publishing and conference speaking. From time to time I work with universities because I love to teach.

Customer reviews

4.5 out of 5 stars
4.5 out of 5
50 global ratings

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