Emeritus Professor of Marketing
The specific objective of this special double issue of IJRM is to demonstrate the usefulness and breadth of semiotic approaches to the study of Marketing Communication. The term semiotics denoted the broad field of sign-using and sign-functioning. The special focus of this issue is on how marketers and consumers create and use signs to communicate within the marketplace. It includes studies dealing with the semiotic aspects of such topics as product and store design, advertising, symbolic consumption, just to name a few areas.