Semiotics, marketing, and communication : beneath the signs, the strategies

Select an Action

Title:

Author:

Floch, Jean-Marie, 1947-

ISBN:

9780333760147

Personal Author:

Floch, Jean-Marie, 1947-

Publication Information:

New York : Palgrave, 2001.

Physical Description:

xiii, 225 p. : ill. ; 23 cm.

Series:

International marketing series

Series Title:

International marketing series

General Note:

Ch. 1-5 were originally published in Sémiotique, marketing et communication (1990); ch. 6 was originally published in International Journal of research in marketing, v. 4 (1988), and ch. 7 was originally published in Identiés visuelles (1995) and in translation in Visual identities (2000).

Subject Term:

Communication in marketing -- France.

Semiotics -- France.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168015696137	658.802 F628S 2001	1	Searching... Unknown

Bound With These Titles

On Order

Summary

Semiotics is concerned with the signs and meanings that are attached to linguistic and non-linguistic things and events. As such it plays an increasingly important role within marketing as marketing is seen in terms of exchange relationships that entail psychological and social, as well as physical and financial meanings. Products therefore become 'symbols for sale'. In studying semiotics, marketers can better understand consumer behaviour and how to be effective in their marketing communications. Jean-Marie Floch provides an excellent introduction to the potential offered by a semiotic approach to a variety of marketing and communication problems or situations. This book will be of great value to anyone interested in knowing how to build meaning for a target audience. Key semiotic concepts and principles are gradually introduced using real life studies to ease the presentation of the terminology and to show the managerial relevance of each research step.