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Marketing semiotics

Author: Pinson, Christian INSEAD Area: Marketing Series: Working Paper ; 98/39/MKT Publisher: Fontainebleau : INSEAD, 1998.Language: EnglishDescription: 13 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: The paper introduces the main concepts and theories in semiotics (the science of signs) and discusses how they are or might be used by marketing scholars for the investigation of the various linguistic and non-linguistic signs available to consumers in the marketplace.
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The paper introduces the main concepts and theories in semiotics (the science of signs) and discusses how they are or might be used by marketing scholars for the investigation of the various linguistic and non-linguistic signs available to consumers in the marketplace.

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