Semiotichni izsledvaniia na t'rgovskata marka (instrumenti, analizi i rezultati)
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The growing number of reports (including in Bulgarian) about the contributions of semiotics to the creation and development of brands and the increasing use of the term "applied semiotics" by marketing research agencies working with developed markets have brought into focus a set of practices which are little known in Bulgaria. The present monograph comes in response to this trend. It aims to make the knowledge and the achievements in this field accessible to professionals engaged in various marketing activities, such as advertising, branding, public relations, market research, strategic planning, and retail trade. The book will also be useful to a wider readership in Bulgaria, to people who are interested in the success of major brands, the basics of consumerist culture and the distinctive features of consumer patterns.
