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- Title
Semiotics: a winning formula?
- Authors
Arning, Chris
- Abstract
The author offers opinions on the role of semiotics in marketing and marketing research. Semiotics are said to be an influential tool for marketers, able to provide insights that qualitative research cannot in such fields as research on the effects industrial design and packaging. Semiotics is seen as having difficulty in gaining acceptance as a legitimate field of inquiry in marketing research due to the difficulty of establishing quantitative metrics of its effectiveness. The author proposes that marketing researchers and research companies establish a set of industry-wide standards for the use of semiotics research in marketing research.
- Subjects
SEMIOTICS theory (Communication); SEMIOTICS; SEMIOTICS in advertising; SYMBOLISM; MARKETING research; RESEARCH methodology evaluation
- Publication
International Journal of Market Research, 2009, Vol 51, Issue 3, p289
- ISSN
1470-7853
- Publication type
Opinion
- DOI
10.2501/S1470785309200530