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.

Hunger and Work in a Civilized Tribe: Or, the Anthropology of Market Transaction

Hunger and work in a civilized tribe: Or, the anthropology of market transaction
Sidney J.Levy

Does the field of marketing need anthropology, as it so evidently needs and employs mathematics, psychology, and economics? Implicitly, there can be no doubt of it—although explicit interest has been less noticeable. In 1961 Winick discussed this topic in the Journal of Marketing. He noted that anthropologists and marketers have been slow in finding common ground. His summary of what anthropology is about and how it might be used is excellent in laying a groundwork and a plea for greater communication between the fields of anthropology and marketing. He shrewdly observes that marketing researchers may do more anthropological research ...

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