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 9: Marcology 101, or the Domain of Marketing
Marcology 101, or the Domain of Marketing
Sidney J. Levy: The paper, “Marcology 101, or the Domain of Marketing,” came about in the following way. The immediate spur to writing it was an invitation from Keith Hunt to participate in the program of the 1976 AMA Educators’ Conference in a session that he was to chair on The Domain of Marketing. I took the opportunity to write down some thoughts that had been in my mind for some time. The marketing department at Northwestern University in the 1960s and early 1970s was (and still is) an enjoyable and stimulating environment. A group of faculty of diverse backgrounds and views had been brought together, and we had an exciting ...