Marketing forecasting – the predictive power of semiotics
Catherine BitounEDF, France
THE PREDICTIVE POWER OF SEMIOTICS
Among the principal aims of marketing research (strategic as well as operational marketing) figure of course, in counterpoint of the objectives to accompany companies' commercial management, those more upstream to anticipate the evolutions of a market, or its inflection or “breakdown” point, to stress “zones of risks” according to a new product launching or to brand management, to make, at least, the decision-making process reliable, whatever is the marketing applicability of this process (commercial management, as well as communication).
Concepts of “foreseeing /...