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 39: Synchrony and Diachrony in Product Perceptions
Synchrony and Diachrony in Product Perceptions
There is a stream of marketing theory that draws upon such fields as symbolic interaction (Blumer, 1969) and semiotics, the study of signs and symbols (Eco, 1979). These disciplines have contributed to marketing thought since at least the 1940s and ‘50s, when their concepts were used and disseminated by the followers of theorists such as Charles Peirce (Cohen, 1923), Alfred Korzybski (1933), George Herbert Mead (1934), and W. Lloyd Warner (1959). This application was reflected in work by Erving Goffman (1959), Lee Rainwater (Rainwater, Coleman, & Handel, 1959), Sidney J. Levy (Gardner & Levy, 1955), and other colleagues. More recent workers in this realm include Russell W. Belk (1979), Elizabeth C. Hirschman (1981), ...