search query: @indexterm semiology / total: 23
reference: 13 / 23
| Author: | Pasquier, M. |
| Title: | Semiotique et marketing = Semiotics and marketing |
| Journal: | Unternehmung
1990 : JAN, VOL. 44:1, p. 56-65 |
| Index terms: | SEMIOLOGY MARKETING OPINION POLLS MARKETING INFORMATION QUANTITATIVE TECHNIQUES |
| Language: | fre |
| Abstract: | A historical account is given on semiotics as a relatively new science from the beginning of this century. Different definitions of semiotics are presented and explained using the works of Saussure and Peirce as reference. Some of the important aspects of this field of study are mentioned. Two specific instruments of analysis used in semiotics are discussed. It is shown how semiotics could support the study of public opinion in order to get more and reliable marketing information. A lot of opportunities for extending the sphere of application of semiotics are highlighted. The role of semiotics in coupling quantitative and qualitative methods of inquiry is emphasized. |
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