Ever wondered why some products seem to attract endless love from consumers? Or why the same stories sell time after time? How some brands crack the code while others don’t? What is the place of culture in marketing? This book shows how marketing is an activity that is suffused with the making of signs, symbols and codes. Semiotics is the discipline that studies how signs, symbols and narratives add up to create meaning. It studies the effects of context, communication and culture on interpretation and the making of meaning. It unravels the linkages between the collective imaginary, the reality of personal experience and story-telling in making sense of consumption and consumption culture. Hence, the book shows how a semiotic perspective on marketing will help marketers to make their marketing more effective.