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 IV: The Symbolic Nature of Marketing
Symbols for Sale (Harvard Business Review, 1959)
Symbols of Substance, Source, and Sorcery (Art Direction, 1960)
Symbolism and Life Style (Proceedings, American Marketing Association, 1963)
The Public Image of Government Agencies (Public Administration Review, 1963)
Imagery and Symbolism (The Dartnell Marketing Managers’ Handbook, 1973)
Myth and Meaning in Marketing (Combined Proceedings, American Marketing Association, 1974)
Symbols, Selves, and Others (Advances in Consumer Research, 1981)
Meanings in Advertising Stimuli (Advertising and Consumer Psychology, 1986)
Semiotician Ordinaire (Marketing and Semiotics, 1987)
Dennis Rook: Some managers might be tempted to skip this section on symbols, imagining it as too abstract or remote from their practical interests. This would be incorrect and a missed opportunity, as the articles included here are directly applicable to important contemporary marketing concerns. ...