• 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.

Symbols for Sale
Symbols for sale
Sidney J.Levy

The thoughtful businessman is undoubtedly aware of the growing use and influence of social science concepts in the business world. Management gives increasing attention to relations between people, whether among the management group, down the line, between the manufacturer and the retailer, or between the producer and the consumer. There is less preoccupation with the performance of impersonal economic entities.

The modern assumption is that people are faced with alternatives, that they may be motivated in various directions. From this assumption grows the significance of communications and understandings and the concomitant concern with what the people of the world think, with political public opinion, consumer reactions, and so on. Because of this development the science and practice of marketing have ...

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