• 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.

Symbousm and Life Style
Symbousm and life style
Sidney J.Levy

The symbolic nature of consumer objects has received much attention in recent years. At least it has been fashionable to designate various outstanding objects as symbolic, thereby giving lip service to this idea. We comfortably note that language is symbolic, as are visual materials in modern art and television commercials. Having noted this, or used the term to accuse someone of striving for status symbols, the matter is commonly dropped. This usually occurs because it is hard to keep thinking about the symbolic meanings of objects and behavior. To do so requires practice in adopting a view of actions that is sufficiently detached to permit analysis and interpretation and sufficiently empathetic to produce insights. It is usually ...

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