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.
Part I: A Life in the Marketplace
Dennis Rook: This section is the shortest in this volume, as it includes only two papers, and its introduction will be correspondingly brief. The first article, “Stalking the Amphisbaena,” appeared in the Journal of Consumer Research in 1996. The Journal recently instituted a policy of occasionally inviting an eminent consumer researcher to submit a manuscript that would not undergo the typical publication review process. This enlightened editorial innovation was designed to encourage selected authors to be more reflective, philosophical, and critical. And the policy appears to have worked: thoughtful and influential pieces have been published in JCR by invited authors Bill Wells, Hal Kassarjian, and Kent Monroe over the past several years. During his editorship, Kent ...
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