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Using Semiotics in Marketing
In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers. Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new br...
Using Semiotics in Retail
WINNER: Business Book Awards 2023 - Sales & Marketing Boosting retail sales is more important than ever. Stand out in a global, digital marketplace, grow customer loyalty and evolve your brand by leveraging the power of semiotics online and in physical stores. Practical, accessible and based on 20 years of global marketing experience, Using Semiotics in Retail shows retailers of all sizes how to upgrade and empower their marketing, today and for the future. Discover step-by-step how to recognise and design for emerging consumer needs and create meaningful shopper experiences. Learn how to surprise and delight consumers, increase engagement and make shopping easier for everyone. It features c...
Using Semiotics in Marketing
Semiotics is a superpower for marketers. It's a proven, powerful method of uncovering consumer insight, tailoring brand strategies that work and generating profit for brands. Companies such as Unilever and P&G have attested to the success of Lawes semiotics in stimulating innovation and boosting sales. Now newly updated, this second edition is packed with even more revelations about brands, consumers and their emerging needs. Three new chapters reveal the unseen social forces that drive the Be Kind movement, public appetite for sincerity and the emotions of younger generations. Using Semiotics in Marketing is an acclaimed how-to guide that makes semiotics accessible. It ensures all agency-si...
The Context Marketing Revolution
In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. In this provocative and practical book, S...
Multisensory Experiences
Multisensory Experiences: Where the senses meet technology takes you on a journey that goes from the fundamentals of multisensory experiences, through the relationship between the senses and technology, to what the future of those experiences may look like, and our responsibility in it.
The Complete Christie
Painstakingly researched, this illustrated reference captures the spirited imagination of Dame Agatha and the intriguing atmosphere of her tales. Includes a comprehensive Christie biography, cross-referenced with plot synopses and character listings. Photos throughout.
Between the 'Real' and the 'Imagined'
How can the idea of leadership be understood in the context of modern day schools? What can contemporary perspectives on knowledge and the nature of its acquisition offer the practicing educator? Between the 'Real' and the 'Imagined' examines the essence of what it means to be a leader.
Doing Semiotics
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.
The Control Heuristic
“A SUPERB book [...] by one of the profound thinkers in our field [behavioral economics].” – Michal G. Bartlett on the second edition “Luca’s book was so helpful to my work. Opened my eyes up to some more reasons why change is so hard.” – Chris Murman on the first edition “So insightful with common sense applications of complexity and the ability to communicate clearly!!” – Bob Klapetzky Seen on Nudgestock. Reviews of Luca Dellanna's previous books "Absolutely brilliant." – Alberto Pisanello "A very thoughtful piece of writing, deep and wiring!" – David Krejca "A thoughtfully written book in very straightforward language." – A.L. Peevey "Very good book. Read it in i...
Handbook of Anthropology in Business
In recent years announcements of the birth of business anthropology have ricocheted around the globe. The first major reference work on this field, the Handbook of Anthropology in Business is a creative production of more than 60 international scholar-practitioners working in universities and corporate settings from high tech to health care. Offering broad coverage of theory and practice around the world, chapters demonstrate the vibrant tensions and innovation that emerge in intersections between anthropology and business and between corporate worlds and the lives of individual scholar-practitioners. Breaking from standard attempts to define scholarly fields as products of fixed consensus, the authors reveal an evolving mosaic of engagement and innovation, offering a paradigm for understanding anthropology in business for years to come.
