Using Semiotics in Marketing

“An insightful and intuitive toolkit for a cultural edge in marketing.” * Holly Clancey, Brand Planning Director, Nike *“If your job title or description includes the words ‘consumer’ then this book is essential. An expert guide on decoding consumer signals for the non-expert.” * Jane Frost, CBE, Chief Executive, MRS *“A masterclass in the role of culture on consumer behaviour - describing how to decipher signs and codes to enable you to see connections and meaning that are invisible to others.” * Nick Harrington, Principal Scientist, Procter & Gamble *”‘A priceless guide for marketers to make sense of the world that their consumers live in.’” * Shelley Sengupta, VP and Chief Planning Officer, Diageo India *“Learn how ideas get into people’s heads, the role of culture and the method of outside-in thinking. A must-read for any marketer or market researcher.” * Ray Poynter, Founder and Chair, NewMR, and member of ESOMAR Council *

Dr Rachel Lawes is recognized as one of the original founders of commercial semiotics. She has convened the Market Research Society (MRS) Advanced Qualitative Methods Masterclass for over ten years, and was previously a Principal Lecturer in Marketing at Regent’s University London. She has supplied brand strategy and consumer insight to major brands globally, including Unilever, P&G, Kraft, Tesco and The Discovery Channel.