A hard-to-find but much sought-after study.
It uses applied semiotics to analyse how manufacturers and consumers create and extract meanings in the marketplace. The book builds on solid academic foundation and offers a collection of semiotic studies conducted by the author for a varierty of firms. Through each of them, the Jean-Marie Floch shows how to use a semitoric approach to address such managerial issues as:
- How can one analyse and design advertising campaigns to best match the consumption values of various market segments?
- What are the messages potentially contained in the visual identity of your company?
- Does a logo express the way managers would like their companies, their products, to be positioned in the mind of target audiences?
What are the possible sources of distrotion between the discourse of a company and some of its key intermediaries?
- How do consumers live their journey - inside the subway or inside a hypermarket?
- Can one build a typology of consumers, expectations and draw implications for a better designing of commercial environments?

About the author:
Jean- Marie Floch is acknowledged as one of the world's foremost authorities on the application of semiotics to marketing and communication. He obtained his PhD under the supervision of the founder of the Paris School of Semiotics, and taught at the University of Louvain, ESSEC, ESCP, EM Lyong, IAE Aix-en-Provence, the Institut d'Etudes Politiques de Paris and the Ecole d'Architecture Versailles.
Floch worked as a consultant applying semiotics to marketing and communication issues in a wide-range of industries. At IPSOS Research he created the consulting firm's influential applied semiotic research unit. Later he worked with major design consultancies.