Dr Rachel Lawes is recognized as one of the original founders of British commercial semiotics. Based in London, UK, she has convened the Market Research Society Advanced Qualitative Methods Masterclass for 15 years. Academic posts include Principal Lecturer in Marketing at Regent's University London. She supplies brand strategy and consumer insight to brands and ad agencies globally. Clients include Unilever, P&G, Diageo and Grey London. Rachel is a Fellow of the Market Research Society in the UK. She is the author of Using Semiotics in Marketing and Using Semiotics in Retail, both published by Kogan Page.

• • Chapter - 00: Introduction to the new edition;
  • Chapter - 000: Introduction to the first edition;
  • Chapter - 01: Semiotics will change your career in marketing or market research;
  • Chapter - 02: An explosion of semiotics in business;
  • Chapter - 03: How to do research using semiotics – A blueprint for marketers;
  • Chapter - 04: Images, language and other semiotic signs;
  • Chapter - 05: Society, culture and other big influences on consumers;
  • Chapter - 06: Creativity and innovation – Semiotic tools for thinking;
  • Chapter - 07: How to do semiotic field trips;
  • Chapter - 08: Combining semiotics with ethnography and discourse analysis;
  • Chapter - 09: Data – insight – strategy;
  • Chapter - 10: Sharing the findings of semiotic research;
  • Chapter - 11: Industry debates and the future of semiotics;
  • Chapter - 12: Inspiration – How to continue teaching yourself to do semiotics;
  • Chapter - 13: Consumer needs in the 2020s;
  • Chapter - 14: Brands and businesses;
  • Chapter - 15: Marketing and communications;
  • Chapter - 16: Acknowledgements;
  • Chapter - 17: Glossary;
  • Chapter - 18: References;