SEMIOTICS IN MARKETING. EXAMINING SIGNS, SYMBOLS AND MARKET CODES

Discover the fascinating world of semiotics in marketing! This book is the key to understanding how signs, symbols, and cultural codes influence brand strategies and communication with consumers. Learn the secrets of building strong, recognizable brands that resonate with audiences on a deep level.

• Understanding cultural codes and symbols
• Building effective marketing strategies
• Creating engaging advertising messages
• Designing packaging that attracts attention
• Using semiotics in market research
• Analyzing narratives and cultural contexts
• Practical application in design and communication

The book "Semiotics in Marketing" is the result of the authors' many years of experience, Krzysztof Polak and Marzena Żurawicka, in market research from a semiotic perspective. They have carried out over 300 research projects for companies, brands and institutions around the world, sharing their knowledge during numerous lectures and training sessions.

This practical handbook introduces the reader to the world of semiotics as a cognitive and analytical tool, with particular emphasis on cultural semiotics and its application in marketing and communication. It is addressed to both students of advertising, marketing and graphic design, as well as professionals working in these fields.

This book offers a complete program that shows step by step the methods of working on specific issues. It focuses on so-called Applied semiotics, helping to organize and conduct research wherever a sign, symbol, meaning, narrative and cultural context are important. Learn how to draw conclusions from semiotic analyzes and create recommendations in the processes of design, creation of communication and cultural brand strategies.

Wydawnictwo Naukowe PWN presents a publication that combines theory and practice, offering the necessary tools to understand and use semiotics in the dynamic world of marketing. Discover how to examine signs, symbols and market codes to create effective and engaging marketing strategies.

Technical parameters:

Pages: 300

Format: 235x167 mm

Year of publication: 2023

Cover: paperback

Publisher: Wydawnictwo Naukowe PWN

Number of pages: 300

Cover: paperback

Format: 235x167 mm