Marketing forecasting - the predictive power of semiotics

Catherine Bitoun

The predictive power of semiotics emanates from its natural capacity to decipher the signs transmitted by any message or communication, going beyond what is said or shown by those communications to seek a more in-depth and hidden sense, likely to bring a real strategic information.

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 /...

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