Summary
"Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits" is my first book (Kogan Page, 2020). It is the culmination of a 25-year career that is dedicated to the advancement of qualitative methods in market research.
Innovation
"Using Semiotics in Marketing" is a unique book that claims a lot of 'firsts'. It is the first book in any language to take the reader through the entire business cycle of a semiotic research project, from brief to debrief. It innovates with original tools for thinking. It is the first comprehensive programme of self-education in semiotics...