An incredibly dry read that will put most to sleep, Using Semiotics In Marketing is a snooze. There's a lot of unneeded copy, such as spending time at the start of each chapter talking about what the chapter will cover. Jump right into it. The author also frequently mentions a topic will be covered in a later chapter but then goes on to cover some of it there. Group like-topics together. Overall, it was a boring read that didn't provide much in the way of actionable insights and covers a topic familiar to most experienced marketers. I'd look elsewhere for insights on the topic.