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.

New Dimension in Consumer Analysis

New Dimension in Consumer Analysis

New dimension in consumer analysis
Harper W.Boyd, Jr.
Sidney J.Levy

In recent years there has been an outpouring of management literature dealing with a subject which has become known as the marketing concept. This line of thinking has been well summarized by Peter F. Drucker (1954):

If we want to know what a business is we have to start with its purpose. And its purpose must lie outside of the business itself. In fact, it must lie in society, since a business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer. (p. 37)

A logical starting point, under this approach, is to concentrate on the functions that the product serves in satisfying a customer's needs ...

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