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 23: Myth and Meaning in Marketing
Myth and Meaning in Marketing
The types of explanation (or search) for understanding in marketing are varied. They arise from the necessities of different problems—so that analysis of physical distribution systems is required if goods are to move, study of demand curves helps people think about pricing, and research on color is useful for decisions about package visibility on shelves. Areas of inquiry also depend largely on the taste and characteristic orientation of the marketer and the kind of knowledge that he finds congenial for his approach to problems. The practical, rationalistic approach tends to predominate, with its reliance on the security of quantification of analytic elements. The inferences made tend to stay close to the facts of overt phenomena ...