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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.

The Cake Eaters
The cake eaters
Sidney J.Levy

When I was a youngster there was a phenomenon people talked about that I didn't understand very well. It was called having your cake and eating it, too; and people said it couldn't be done. It seemed reasonable to me that one could not eat his cake and have it too; but I didn't see how the issue arose or what it meant as an aspiration. Since that time, I have spent several years studying the attitudes and behaviors of North American consumers via thousands of interviews gathered at Social Research, Inc., and our affiliate, Canadian Marketing Analysis Limited. I have also learned how to live beyond my income.

With these experiences in mind, I have retitled my remarks. Rather ...

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