Semiotics, marketing and communication: beneath the signs, the strategies
Auteur :
Floch, J.
Éditeur :
Palgrave Macmillan
ISBN :
9780333760147
Date de publication :
16 oct. 2001
Dimensions :
21,6 x 14,0 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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. In studying semiotics, marketers can better understand consumer behaviour and how to be effective in their marketing communications.