Summary
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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.
New Dimension in Consumer Analysis
New Dimension in Consumer Analysis
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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