Nicolas Menet’s scientific contributions

In this paper we aim to question the role of semiotics in the marketing field. Based on Jean-Marie Floch’s studies, we propose to develop the way the concept of semiotic text can contribute to the development of professional fields. Our main hypothesis is that every applied semiotic field has to respond to two different goals. In the one hand, it has to develop operational and efficient tools. In the other hand, it has to remain faithful to the theoretical semiotic field. The final goal of our study aims to differentiate the use of semiotics in the marketing field from the general one of Management sciences. The link between semiotics and Information and Communication sciences seems to function as a solid basis in order to maintain both theoretical and methodological level in applied semiotics.