• Summary
  • Contents
  • Subject index

Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.

Products and Brands
Products and brands

Dennis Rook: Consumers in postindustrial economies reside in “branded” cultures, where markets are increasingly populated by an expanding universe of brand offerings, and companies strive to gain visibility and attract customers to their brands. The economic significance of brands receives frequent press attention, and over the past several years experts have variously debated whether brands are “on the run” or are “the main thing.” In the 1980s, dramatic decreases in advertising, the growth ...

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