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 Discretionary Society

The discretionary society
Sidney J.Levy

It seems presumptuous to attempt another formulation about contemporary American society. The media are flooded with self-examination that agonizes about our problems, such that the more one listens and reads, the more intimidating is the challenge. The pessimists tend to dominate: Certainly, Cassandra is a bolder voice than Pollyanna. Toffler says we suffer from Future Shock, Erlich finds us doomed by the Population Bomb, and journalists keep diagnosing “the distemper of America” (Fairlie, 1969). If the destruction of the waters of the cities, of the planet, cannot be reversed, it no longer matters what kind of society we have, except as we may enjoy watching it perish.

On the other hand, there are voices that say the generation gap is ...

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