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 15: The Two Tiers of Marketing
The Two Tiers of Marketing
Many authors have stressed the significance of the role of marketing in the coming decade. There seems little doubt that the growth of the global marketplace will continue to enhance the necessity for increasing awareness and sophistication on the part of all participants in the world economy. Nevertheless, it seems worth pointing out that as ever, there will be stability as well as change. The passage of a decade will produce little alteration in the circumstances of vast numbers of people. They will continue to strive to sustain their standard of living, in many cases at subsistence levels, or at quite modest degrees of comfort. The growth of population in many places continues to outpace ...