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Cover

Doing Semiotics

A Research Guide for Marketers at the Edge of Culture

Laura R. Oswald

June 2020

ISBN: 9780198862116

256 pages
Paperback
234x156mm

In Stock

Price: £25.00

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.

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Description

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.

  • 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

About the Author(s)

Laura R. Oswald, President, Marketing Semiotics Inc.

Laura Oswald is founder and president of Marketing Semiotics, a brand strategy and research boutique in Chicago, Illinois. Applying semiotic principles to brand strategy and consumer research, the company has led successful projects related to strategic planning, new product development, creative design, and corporate reorganization for blue chip brands worldwide since 2000. She is author of Marketing Semiotics: Signs, Strategies, and Brand Value (Oxford University Press, 2012) and Creating Value: The Theory and Practice of Marketing Semiotics Research (Oxford University Press 2015), as well as numerous peer-reviewed articles, white papers, and blog posts.

Table of Contents

    Introduction
    1:Brand Equity and Semiotics
    2:Strategic Semiotics
    3:Design Strategy
    4:Consumer Semiotics
    5:Semiotic Ethnography

Reviews

"The book provides the clearest introduction that I have seen to date of the application of semiotics to branding and the analysis of consumer behaviour. It is packed throughout with well thought-out practical exercises and insightful commentaries that will be widely welcomed by all of those involved in marketing semiotics." - Professor Daniel Chandler, Department of Theatre, Film and Television Studies, Aberystwyth University

"Doing Semiotics is an important practical guide for the student of semiotics. It contains a number of current illuminating cases, exercises, and examples framed from a cultural and ethnographic perspective. It deserves keen attention from the many who can benefit from these semiotic tools, whether in business, design, or non-profit marketing." - Professor Russell Belk, Distinguished Research Professor and the Kraft Foods Canada Chair in Marketing at Schulich School of Business, York University

"Semiotics is central to marketing; few would disagree. But semiotics is also a complex discipline. In this volume, Laura Oswald links the semiotic tools to the most fundamental marketing tasks and also couples it with marketing research techniques. Marketing semiotics for beginners — in the best sense of the word." - Professor Søren Askegaard, University of Southern Denmark

"Doing Semiotics is a valuable resource for scholars seeking guidance about the process of semiotics and its application to deciphering marketplace meanings. With contributions from thought leaders like Marcel Danesi, Laura Oswald has put together a rich and useful manual to help readers uncover the fascinating world of cultural signs and their interpretation." - Professor Robert Kozinets, Jayne and Hans Hufschmid Chair of Strategic Public Relations, the Annenberg School of Communication, University of Southern California