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.
Chapter 26: Semiotician Ordinaire
Semiotician Ordinaire
I will start with some personal notes. Many thanks are due to Jean Umiker-Sebeok, who called me last year to suggest that this conference be developed, and who ably undertook to make the many arrangements that turned the plan into reality for our enjoyment today. I had realized only vaguely that a few other marketing people were paying specific attention to semiotics—for example, and notably, Holman's 1981 article on the topic—and I hadn't noticed that many semioticians were interested in marketing. (I also suspect that some of them will not appreciate the interaction that we are cultivating with this program.) Thinking about the conference reminds me of the thrust of my own activities in relation to a semiotic approach.
I think back ...
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