Marketing Theory and Semiotics

Abstract

We have discussed semiotic theory in the first chapter and consumer cultures in the second chapter. In this chapter, we will turn our attention to marketing theory—the ideas, tactics, and strategies developed by marketers to be used to sell products and services and to meet the needs, desires, or wants people have.

Rather than unreflexively adopting a lifestyle, through tradition or habit, the new heroes of consumer culture make lifestyle a life project and display their individuality and sense of style in the particularity of the assemblage of goods, clothes, practices, experiences, appearance and bodily dispositions they design together into a lifestyle. The modern individual within consumer culture is made conscious that he speaks not only with his clothes, but with his home, furnishings, decoration, car and other activities which are to be read and classified in terms of the presence and absence of taste.

Mike Featherstone, Consumer Culture & Postmodernism

Today’s marketing isn’t simply a business function. It’s a philosophy, a way of thinking and a way of structuring your business and your mind. Marketing is more than a new ad campaign or this month’s promotion. Marketing is part of everyone’s job, from the receptionist to the board of directors. The task of marketing is never to fool the customer or endanger the company’s image. Marketing’s task is to design a product-service combination that provides real value to targeted customers, motivates purchase, and fulfills genuine customer needs.

Philip Kotler, John Bowen, James Makens, Marketing for Hospitality and Tourism (2nd edition)