Using semiotics in marketing: How to achieve consumer insight for brand growth and profits

The owner of Lawes Consulting, a research company, published a book entitled Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits, which is already impacting market research.

Summary

"Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits" is my first book (Kogan Page, 2020). It is the culmination of a 25-year career that is dedicated to the advancement of qualitative methods in market research.

Innovation

"Using Semiotics in Marketing" is a unique book that claims a lot of 'firsts'. It is the first book in any language to take the reader through the entire business cycle of a semiotic research project, from brief to debrief. It innovates with original tools for thinking. It is the first comprehensive programme of self-education in semiotics...

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