Journals Higher Education



Published: 04 August 2020

256 Pages

9.2 x 6.1 inches

ISBN: 9780198822028

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Bookseller Code (06)

Doing Semiotics

A Research Guide for Marketers at the Edge of Culture

Laura R. Oswald

  • Reveals the proprietary methods for applying semiotics to consumer research, brand equity management, new product development, creative strategy, and design
  • Introduces methods for applying post-structural semiotics to contemporary challenges in areas such as cross-cultural consumer behaviour, market innovation, and emerging market strategy
  • Supplements theory with practical exercises, case studies, extended team projects, and evaluation criteria

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