Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empiric

In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offer

This book provides an extensive overview and analysis of current work on semiotics that is being pursued globally in the areas of literature, the visual arts, c

Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or