Overview

Effective marketing practices value communication through various channels to achieve customer retention and brand resilience. For this reason, semiotics can be a valuable ally in simplifying this process. Through semiotics, the laws of structural linguistics to the analysis of verbal, visual and spatial sign systems are extended. The semiotic method helps read hidden strategies and can be used as strategic support across a range of activities in the field of brand communication. From the analysis of an advertisement and the study of more extensive communication campaigns to the communicative coherence control and the design of logos, packaging, and retail space, further study may help businesses build successful marketing campaigns. Marketing Semiotics Research: Consumption Trends, AI, and the Economics of Experience increases the understanding of how marketing, semiotics, and advertising can interact. It presents the state of semiotic research in the field of marketing, advertising, and consumption and provides direction for future research, focusing on how social change is reflected in the consumption system. Covering topics such as sales strategies, behavioral shifts, and consumer experiences, this book is an excellent resource for marketing practitioners, communication specialists, linguists, business leaders, professionals, researchers, scholars, academicians, and more.

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Marianna Boero , PhD, is Associate Professor of Philosophy and Language Theory at the University of Teramo (Italy), Department of Communication Sciences, where she teaches Semiotics, New Media Semiotics and Semiotics of Advertising and Consumption. She mainly deals with text semiotics, semiotics of advertising and consumption, semiotics of culture, socialsemiotics and communication studies, and has published several articles and three scientific monographs on these topics. Rossana Piccolo is a researcher at the University of Teramo (Italy), Department of Communication Sciences, where she teaches Retail Marketing and Brand Management. She holds a European PhD in Entrepreneurship and Innovation. During PhD, she studied at the University of the West of Scotland (UWS), UK. She conducts research on technological innovation, knowledge management, corporate social responsibility, healthcare management and digital marketing. She is involved in several Peer Review processes for international journals and has participated in numerous international conferences as Key Speaker and Chair.

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