• Summary
  • Contents
  • Subject index

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.

Marketing Research as a Dialogue
Marketing research as a dialogue
Sidney J.Levy

As a teacher and marketing researcher, I encounter a wide variety of people in the marketplace—students, marketing practitioners, other executive and professional personnel, and consumers, in both business and nonbusiness settings. The issues and problems that relate to the interest of the consumer as they interact with the interests of those who offer their goods and services are many. It is my theme that the marketplace is a dialogue, both harmonious and contentious. The conflicts between marketing research and the consumer interest arise from differences in goals, the discrepancy between ideals and practice, and the conflicts among basic values.

Cross-Purposes in the Dialogue

Marketing research is carried out by great numbers of people whose aims and ethical ...

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