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Doing Semiotics
Laura R. Oswald
其他書名
A Research Guide for Marketers at the Edge of Culture
出版Oxford University Press, 2020
主題Business & Economics / Sales & Selling / GeneralBusiness & Economics / Sales & Selling / ManagementBusiness & Economics / CommerceLanguage Arts & Disciplines / Communication StudiesLiterary Criticism / Semiotics & TheorySocial Science / Media Studies
ISBN01988220229780198822028
URLhttp://books.google.com.hk/books?id=lzjpDwAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋"The semiotics discipline is a hybrid of communication science and anthropology that 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: A Research Guide for Marketers at the Edge of Culture, shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the basic principles and methods of applied semiotics, the book introduces the reader to branding basics, strategic decision-making, and cross-cultural marketing management. The guide can be used to supplement my previous books, Marketing Semiotics (2012) and Creating Value (2015), with practical exercises, examples, extended team projects and evaluation criteria. The work guides students through the application of learnings to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to grids and tables for sorting data and mapping cultural dimensions of a market, the book includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic studies. Each chapter also includes expert case studies and essays from the perspectives of Marcel Danesi, Rachel Lawes, Christian Pinson, Laura Santamaria, and Laura Oswald"--