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 3: Broadening the Concept of Marketing
Broadening the Concept of Marketing
The term marketing connotes to most people a function peculiar to business firms. Marketing is seen as the task of finding and stimulating buyers for the firm's output. It involves product development, pricing, distribution, and communication, and in the more progressive firms, continuous attention to the changing needs of customers and the development of new products, with product modifications and services to meet these needs. But whether marketing is viewed in the old sense of “pushing” products or in the new sense of “customer satisfaction engineering,” it is almost always viewed and discussed as a business activity.
It is the authors' contention that marketing is a pervasive societal activity that goes considerably beyond the selling of ...