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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 of Substance, Source, and Sorcery
Symbols of substance, source, and sorcery
Sidney J.Levy

The anthropological background of the study of symbols tends to give them an esoteric sound, especially exemplified in religion and magic, where direct meanings are often obscure and indirect meanings are focused upon and manipulated. Presumably, we understand that the visible and the concrete are being used to represent the invisible and the abstract, in various aspects of a religious or magical ceremony. As time goes by, symbolic behaviors become the things to do, and some of the original indirect meanings become lost—like the various measures taken at weddings to soothe or deceive the demon lover.

The use of symbols is an inherent and natural part of human expression. It serves especially to make ...

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