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.
Chapter 12: Absolute Ethics, Relatively Speaking
Absolute Ethics, Relatively Speaking
Marketing education has become increasingly enriched by the need to consider a variety of modern additions to the curriculum. In a discipline sensitive to contemporary currents—and in a time when sensitivity itself has become one of the currents—it is incumbent on marketing, marketers, and marketing study to pay attention to what is happening. This is a form of self-consciousness, because whatever is happening is marketing in the first place. For example, as marketing becomes more international in character, marketers are expected to engage in it and schools are urged to give it academic attention. That is, we not only engage in more international marketing but we also engage in marketing the idea of international marketing. The same ...