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.
Chapter 6: Beyond Marketing: The Furthering Concept
Beyond Marketing: The Furthering Concept
As modern marketing grows and evolves, some stock taking may be useful to see the direction of this activity and what it encompasses. As Eugene J. Kelley (1967) points out, “marketing is a discipline which can be researched and analyzed from different viewpoints; it has significant managerial, social, legal, institutional, and interdisciplinary dimensions” (p. 11). Various attempts are being made to view this fact with some generality, to define the structure and province of marketing thought (Bartels, 1968).
As such attempts seek to develop general theories of marketing, they must become increasingly encompassing. The boundaries of marketing continue to grow: marketing executives are required to take account of more and more variables in a field that ...