Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


A Conceptualization of Marketing through the Perspective of Semiotics

Author(s): Apurva Bakshi and Sapanpreet Kaur

Marketing, the act of promoting products or services to consumers, has been an essential constituent of business since times immemorial. One of its principal (and more subtle) functions is to generate meaning and disseminate it to customers. The current article analyses the field of marketing through the lens of semiotics. Semiotics is the study of signs and symbols, and affords a better understanding of the process of meaning generation and dissemination during marketing, which usually happens through signs and symbols. We look at the key elements of marketing and semiotics, key concepts involved and the role of semiotics in the various domains of marketing such as advertising and branding.

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