'Floch is one of those rare individuals who can successfully link semiotic frameworks with day-to-day marketing practice. This book is a rich and personal account of how Floch's unusual blend of theoretical intricacy and pragmatic insights helped real companies face real challenges.' - Kent Grayson, Associate Professor, London Business School
'The writings of Jean-Marie Floch consistently reveal profound and glistening insights on meaning in the marketplace, at both theoretical and practical levels. This timely volume of English translations - on the sad eve of his death - will prove to a wider global audience that Floch's research is, and will remain, among the finest ever conducted at the complex intersection of marketing and semiotics.' - David Glen Mick, Ph.D., Robert Hill Carter Professor of Commerce, McIntire School of Commerce, University of Virginia, USA
'From ethnography to qualitative-and quantitative-research; from the analysis of a huge corpus of advertising to the finest close reading of a logo, Floch demonstrates how semiotics can be applied to all creative, brand and design problems.' - Virginia Valentine, Partner, Semiotic Solutions
'Few people have captured the depth of the semiotic nature of human life and communication and its contribution to understanding the practices and consequences of marketing as well as Jean-Marie Floch. This is a worthy collection of his contribution to marketing and semiotics and it will stand as a marking of his legacy in the field.' - Soren Askegaard, Ph.D., Associate Professor, University of Southern Denmark
'Principles and practice in perfect harmony. Floch flits from topic to topic, in keeping with Montaigne's injunction to leap and bound. The outcome is a spellbinding story about storytelling. This is seven league boots scholarship. You may not live happily ever after, but you'll be chilled and thrilled along the way. The final chapter on the IBM-Apple face-off is a masterpiece. Semiosis in excelsis.' - Stephen Brown, Department of Marketing, Kellogg Graduate School of Management, Northwestern University
'It is a really useful and inspiring guide for academic and professional marketers, interested in linking goods with meanings.' - Rene Algesheimer & Marcus Dimpfel, The International Journal on Media Management
