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Doing Semiotics

- A Research Guide for Marketers at the Edge of Culture
Af: Laura R. Oswald Engelsk Paperback

Doing Semiotics

- A Research Guide for Marketers at the Edge of Culture
Af: Laura R. Oswald Engelsk Paperback
Tjek vores konkurrenters priser
The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the key principles and methods of applied semiotics, it introduces the basics of branding, strategic decision-making, and cross-cultural marketing management. Through practical exercises, examples, extended team projects, and evaluation criteria, this book guides students through the application of learning to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to tools for sorting data and mapping cultural dimensions of a market, it includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic studies, as well as expert case studies that will enable readers to apply semiotics to consumer research.
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The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the key principles and methods of applied semiotics, it introduces the basics of branding, strategic decision-making, and cross-cultural marketing management. Through practical exercises, examples, extended team projects, and evaluation criteria, this book guides students through the application of learning to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to tools for sorting data and mapping cultural dimensions of a market, it includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic studies, as well as expert case studies that will enable readers to apply semiotics to consumer research.
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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 256
ISBN-13: 9780198862116
Indbinding: Paperback
Udgave:
ISBN-10: 0198862113
Kategori: Medievidenskab: reklame og samfund
Udg. Dato: 4 jun 2020
Længde: 17mm
Bredde: 233mm
Højde: 156mm
Forlag: Oxford University Press
Oplagsdato: 4 jun 2020
Forfatter(e): Laura R. Oswald
Forfatter(e) Laura R. Oswald

Kategori Medievidenskab: reklame og samfund

ISBN-13 9780198862116

Sprog Engelsk

Indbinding Paperback

Sider 256

Udgave

Længde 17mm

Bredde 233mm

Højde 156mm

Udg. Dato 4 jun 2020

Oplagsdato 4 jun 2020

Forlag Oxford University Press

Kategori sammenhænge