Contributions of French Semiotics to Marketing Research Knowledge. Part I

Gilles Marion and Patrick Hetzel

This is the first of two articles to be published in this Journal introducing French applied marketing semiotics.

Contributions of French Semiotics to Marketing Research. Part I

Patrick Hetzel Lyon Research Center of Business Administration and Management Science French National Center for Scientific Research; Institut d'Administration des Entreprises, France Gilles Marion Groupe ESC Lyon; Institut Franais de la Mode

A rise of post-modernism can be noticed in consumer research (Sherry, 1991) and marketing (Ogilvy, 1990) both in the United States of America and in Europe. This has been attested by a recent edition of the International Journal of Marketing Research. In the mean time, over the last thirty or so years, semiotics...

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