Brands, Consumers, Symbols and Research : Sidney J Levy on Marketing

Author

• Levy, Sydney J.

Additional Author(s)

• Rook, Dennis W.

Publisher

Thousand Oaks, California: Sage Publication, Inc, 1999

Language

English

ISBN

9780761916963

Series

Subject(s)

• ADVERTISING
• CONSUMER BEHAVIOR
• MARKETING

Notes

• Includes index

. .

Abstract

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.

Physical Dimension

Number of Page(s)

1 online resource (xvii, 590 p.)

Dimension

-

Other Desc.

ill.

Summary / Review / Table of Content

Part I: A Life in the Marketplace
Chapter 1: Stalking the Amphisbaena (1996)
Chapter 2: The Exemplary Research (1953)
Part II: Marketing
Chapter 3: Broadening the Concept of Marketing (1969)
Chapter 4: Cigarette Smoking and the Public Interest (1963)
Chapter 5: What Kind of Corporate Objectives? (1966)
Chapter 6: Beyond Marketing: The Furthering Concept (1969)
Chapter 7: Demarketing, Yes, Demarketing (1971)
Chapter 8: Marketing and Aesthetics (1974)
Chapter 9: Marcology 101, or the Domain of Marketing (1976)
Chapter 10: A Rejoinder: Toward a Broader Concept of Marketing's Role in Social Order (1979)
Chapter 11: The Heart of Quality Service (1989)
Chapter 12: Absolute Ethics, Relatively Speaking (1993)
Part III: Products and Brands
Chapter 13: The Product and the Brand (1955)
Chapter 14: Brands, Trademarks, and the Law (1981)
Chapter 15: The Two Tiers of Marketing (1990)
Chapter 16: Marketing Stages in Developing Nations (1991)
Chapter 17: Defending the Dowager: Communication Strategies for Declining Main Brands (1993)
Part IV: The Symbolic Nature of Marketing
Chapter 18: Symbols for Sale (1959)
Chapter 19: Symbols of Substance, Source, and Sorcery (1960)
Chapter 20: Symbolism and Life Style (1963)
Chapter 21: The Public Image of Government Agencies (1963)
Chapter 22: Imagery and Symbolism (1973)
Chapter 23: Myth and Meaning in Marketing (1974)
Chapter 24: Symbols, Selves, and Others (1981)
Chapter 25: Meanings in Advertising Stimuli (1986)
Chapter 26: Semiotician Ordinaire (1987)
Part V: Consumer Analyses and Observations
Chapter 27: Constructing Consumer Behavior: A Grand Template (1991)
Chapter 28: The Cake Eaters (1957)
Chapter 29: Looking at the Ladies, Lately (1960)
Chapter 30: Phases in Changing Interpersonal Relations (1962)
Chapter 31: Social Class and Consumer Behavior (1966)
Chapter 32: Psychosocial Reactions to the Abundant Society (1967)
Chapter 33: The Discretionary Society (1970)
Chapter 34: Emotional Reactions to the Cutting of Trees (1973)
Chapter 35: Consumer Behavior in the United States (1977)
Chapter 36: Arts Consumers and Aesthetic Attributes (1980)
Chapter 37: Social Division and Aesthetic Specialization: The Middle Class and Musical Events (1980)
Chapter 38: Psychosocial Themes in Consumer Grooming Rituals (1983)
Chapter 39: Synchrony and Diachrony in Product Perceptions (1983)
Chapter 40: Consumer Behavior in the United States: The Avid Consumer (1987)
Chapter 41: Effect of Recent Economic Experiences on Consumer Dreams, Goals, and Behavior in the United States (1987)
Chapter 42: Giving Voice to the Gift: The Use of Projective Techniques to Recover Lost Meanings (1993)
Chapter 43: Cultural Harmonies and Variations (1993)
Part VI: Qualitative Methods of Marketing Study
Chapter 44: Qualitative Research (1994)
Chapter 45: Motivation Research (1987)
Chapter 46: Thematic Assessment of Executives (1963)
Chapter 47: New Dimension in Consumer Analysis (1963)
Chapter 48: Focus Groups: Mixed Blessing (1973)
Chapter 49: Musings of a Researcher: The Human Side of Interviewing (1975)
Chapter 50: Hunger and Work in a Civilized Tribe: Or, the Anthropology of Market Transaction (1978)
Chapter 51: Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior (1981)
Chapter 52: Dreams, Fairy Tales, Animals, and Cars (1985)
Chapter 53: Marketing Research as a Dialogue (1988)
Chapter 54: Autodriving: A Photoelicitation Technique (1991)

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00951/19	658.8243 Lev B	Online !	Available