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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.

Giving Voice to the Gift: The Use of Projective Techniques to Recover Lost Meanings
Giving voice to the gift: The use of projective techniques to recover lost meanings
Mary AnnMcGrath
John F.Sherry
Sidney J.Levy

The field of consumer-object relations has recently emerged as a significant area of inquiry. Renewed attention has been devoted to understanding the meanings of gift giving as a result of this emergence. In this study, we employ projective techniques to uncover meanings that are less accessible by more direct measures. We analyze these meanings and demonstrate the utility of projective techniques as a complement to other methods of investigation.

The metamorphosis and growth of ethnography as an accepted method of consumer inquiry has brought both excitement and skepticism to the discipline. Participant observation, which views researcher-as-instrument ...

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