Resumen

ANDRAUS QUINTERO, César Enrique; LAZO PASTO, Orlando Rafael  y  LIMONTA MAS, Rauny Javier. The necessary semiotic study in marketing. Revista San Gregorio [online]. 2020, n.40, pp.216-231. ISSN 2528-7907.  https://doi.org/10.36097/rsan.v1i40.1388.

In the current complex society is beyond comprehension that marketing tries to avoid the semiotic studies, taking into account that this phenomenon, among others, is immerse in a scheme of cultural meanings that bring sense to its existence and to the relation with objects and contexts around it. Among the decisive strategies in marketing there is product development, process that involves the creation of ideas; the conceptual and product tests; product development, trial marketing and commercialization. This stage is essential to develop studies of significance. However, companies normally omit the application of studies of meanings due to their costs, or because the market praxis ignores semiotic contribution in its field. In this regard, the objective of this study was to analyse the importance of the implementation of the semiotic studies in marketing, specifically in product development. For this reason, it was developed a qualitative study, based on the theoretical revision of the researched literature about the topic. The main findings collected show that indeed to the theory level, there is an acknowledgement of the contribution of the semiotic studies on the marketing field, but this is not kept in mind at the time of its praxis.

Palabras clave : Merchandising; marketing; product development; semiotics; product significance.

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