About the journal

Mission statement

The mission of the International Journal of Marketing Semiotics is to constitute a reference point in state-of-the-art academic research in the field of marketing semiotics, by enhancing the relevance of semiotic theories and methodologies across the entire marketing mix, with a dual orientation towards furthering existing theory, while safeguarding managerial saliency.


The International Journal of Marketing Semiotics is an open-source academic journal that aims to cover a wide spectrum of interdisciplinary marketing/semiotics research streams, spanning:

– Conceptual approaches by drawing on different semiotic perspectives (i.e. Peircean, structuralist, post-structuralist, sociosemiotics, cultural, textual, visual, multimodal) to the 5 P’s.

– Novel semiotically informed methodological frameworks for conducting research into packaging development and competitive packaging analysis, new product development, product/service/retail branding, brand identity development, brand equity, pricing, advertising, IMC development and competitive analysis, consumer behavior (offline and online).

– Comparing and contrasting existing marketing research conceptual and methodological frameworks with semiotic ones.

– Cross-disciplinary approaches on marketing research issues that combine semiotics with perspectives from the social sciences and the humanities, such as narrative analysis, psychoanalysis, anthropology, sociology.

The International Journal of Marketing Semiotics welcomes both conceptual and applied semiotic research, provided that semiotic perspectives have been applied rigorously in the concerned marketing issues and are sufficiently informed by relevant literature, stemming from within both semiotics and marketing disciplines.

The International Journal of Marketing Semiotics intends to host academically rigorous research papers, but also to provide a forum where marketing semiotics agencies may publicize case studies of projects they have undertaken for clients.