Brands, Consumers, Symbols and Research
eBook - PDF

Brands, Consumers, Symbols and Research

Sidney J Levy on Marketing

  1. 608 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Brands, Consumers, Symbols and Research

Sidney J Levy on Marketing

About this book

The 54 collected works in this volume provide an opportunity for the reader to determine whether Sidney?s work, individually and/or collectively, qualify as a masterpiece. For me, Sidney has created more individual pieces of his work that merit this status than any other marketing scholar I know. Collectively, the work in this volume is a masterpiece of insight into the social enterprise that is marketing. Again, I don?t know anyone whose career-long program of thought is so extraordinarily rich in imagination and practical value. He challenges, provokes, excites, soothes, and supports us with one or another of his writings. —from the foreword by Gerald Zaltman, Harvard Business School For the first time, the writings of marketing legend Sidney J. are available in this comprehensive collection of significant scholarly essays and studies in the field of marketing. And what a compendium this is! Dennis Rook, a former student of Sidney J. Levy, has compiled the work of this prolific, internationally-recognized and award-winning writer whose ideas began to influence marketing executives in the late 1940s. His ideas continue to impact how we think about marketing?s role in management, how managers develop products and brands, how they understand their consumers, and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols, and Research is an exciting and definitive volume that should have a place on the bookshelves of every marketing professional, educator, and student around the globe!

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Yes, you can access Brands, Consumers, Symbols and Research by Sidney J. Levy,Dennis W. Rook in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications, Inc
Year
1999
Print ISBN
9780761916970
eBook ISBN
9781452264592
Edition
1
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Dedication
  3. Contents
  4. Foreword
  5. Introduction : Ideas of a Major Marketing Man
  6. I. A LIFE IN THE MARKETPLACE
  7. Chapter 1. Stalking the Amphisbaena (1996)
  8. Chapter 2. The Exemplary Research (1953)
  9. II. MARKETING
  10. Chapter 3. Broadening the Concept of Marketing (1969)
  11. Chapter 4. Cigarette Smoking and the Public Interest (1963)
  12. Chapter 5. What Kind of Corporate Objectives ? (1966)
  13. Chapter 6. Beyond Marketing : The Furthering Concept (1969)
  14. Chapter 7. Demarketing, Yes, Demarketing (1971)
  15. Chapter 8. Marketing and Aesthetics (1974)
  16. Chapter 9. Marcology 101, or the Domain of Marketing (1976)
  17. Chapter 10. A Rejoinder: Toward a Broader Concept of Marketing's Role in Social Order (1979)
  18. Chapter 11. The Heart of Quality Service (1989)
  19. Chapter 12. Absolute Ethics, Relatively Speaking (1993)
  20. III. PRODUCTS AND BRANDS
  21. Chapter 13. The Product and the Brand (1955)
  22. Chapter 14. Brands, Trademarks, and the Law (1981)
  23. Chapter 15. The Two Tiers of Marketing (1990)
  24. Chapter 16. Marketing Stages in Developing Nations (1991)
  25. Chapter 17. Defending the Dowager: Communication Strategie s for Declining Main Brands (1993)
  26. IV. THE SYMBOLIC NATURE OF MARKETING
  27. Chapter 18. Symbols for Sale (1959)
  28. Chapter 19. Symbols of Substance, Source, and Sorcery (1960)
  29. Chapter 20. Symbolism and Life Style (1963)
  30. Chapter 21. The Public Image of Government Agencies (1963)
  31. Chapter 22. Imagery and Symbolism (1973)
  32. Chapter 23. Myth and Meaning in Marketing (1974)
  33. Chapter 24. Symbols, Selves, and Others (1981)
  34. Chapter 25. Meanings in Advertising Stimuli (1986)
  35. Chapter 26. Semiotician Ordinaire (1987)
  36. V CONSUMER ANALYSES AND OBSERVATIONS
  37. Chapter 27. Constructing Consumer Behavior: A Grand Template (1991)
  38. Chapter 28. The Cake Eaters (1957)
  39. Chapter 29. Looking at the Ladies, Lately (1960)
  40. Chapter 30. Phases in Changing Interpersonal Relations (1962)
  41. Chapter 31. Social Class and Consumer Behavior (1966)
  42. Chapter 32. Psychosocial Reactions to the Abundant Society (1967)
  43. Chapter 33. The Discretionary Society (1970)
  44. Chapter 34. Emotional Reactions to the Cutting of Trees (1973)
  45. Chapter 35. Consumer Behavior in the United States (1977)
  46. Chapter 36. Arts Consumers and Aesthetic Attributes (1980)
  47. Chapter 37. Social Division and Aesthetic Specialization: The Middle Class and Musical Events (1980)
  48. Chapter 38. Psychosocial Themes in Consumer Grooming Rituals (1983)
  49. Chapter 39. Synchrony and Diachrony in Product Perceptions (1983)
  50. Chapter 40. Consumer Behavior in the United States:The Avid Consumer (1987)
  51. Chapter 41. Effect of Recent Economic Experienceson Consumer Dreams, Goals, and Behavior in the United States (1987)
  52. Chapter 42. Giving Voice to the Gift: The Use of Projective Techniques to Recover Lost Meanings (1993)
  53. Chapter 43. Cultural Harmonies and Variations (1993)
  54. VI. QUALITATIVE METHODS OF MARKETING STUDY
  55. Chapter 44. Qualitative Research (1994)
  56. Chapter 45. Motivation Research (1987)
  57. Chapter 46. Thematic Assessment of Executives (1963)
  58. Chapter 47. New Dimension in Consumer Analysis (1963)
  59. Chapter 48. Focus Groups: Mixed Blessing (1973)
  60. Chapter 49. Musings of a Researcher: The Human Side of Interviewing (1975)
  61. Chapter 50. Hunger and Work in a Civilized Tribe: Or, the Anthropology of Market Transaction (1978)
  62. Chapter 51. Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior (1981)
  63. Chapter 52. Dreams, Fairy Tales, Animals, and Cars (1985)
  64. Chapter 53. Marketing Research as a Dialogue (1988)
  65. Chapter 54. Autodriving: A Photoelicitation Technique (1991)
  66. Index
  67. About the Author and Editor