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

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

Autor Sidney J. Levy, Dennis Rook
en Limba Engleză Paperback – 13 sep 1999
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.
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Specificații

ISBN-13: 9780761916970
ISBN-10: 0761916970
Pagini: 608
Dimensiuni: 178 x 254 x 31 mm
Greutate: 1.03 kg
Ediția:First Edition
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States

Recenzii

"If the marketing practitioner will only reflect on the insights Levy provides, he or she will see limitless opportunities to apply them to the marketing problem du jour. . ." 

Cuprins

Foreword - Gerald Zaltman
Introduction - Dennis W Rook
Ideas of a Major Marketing Man
PART ONE: A LIFE IN THE MARKETPLACE
Stalking the Amphisbaena (1996)
The Exemplary Research (1953)
PART TWO: MARKETING
Broadening the Concept of Marketing (1969)
Cigarette Smoking and the Public Interest (1963)
What Kind of Corporate Objectives? (1966)
Beyond Marketing
The Furthering Concept (1969)
Demarketing, Yes, Demarketing (1971)
Marketing and Aesthetics (1974)
Marcology 101 or the Domain of Marketing (1976)
A Rejoinder
Toward a Broader Concept of Marketing's Role in Social Order (1979)
The Heart of Quality Service (1989)
Absolute Ethics, Relatively Speaking (1992)
PART THREE: PRODUCTS AND BRANDS
The Product and the Brand (1955)
Brands, Trademarks and the Law (1981)
The Two Tiers of Marketing (1990)
Marketing Stages in Developing Nations (1991)
Defending the Dowager
Communication Strategies for Declining Main Brands (1993)
PART FOUR: THE SYMBOLIC NATURE OF MARKETING
Symbols for Sale (1959)
Symbols of Substance, Source and Sorcery (1960)
Symbolism and Life Style (1963)
The Public Image of Government Agencies (1963)
Imagery and Symbolism (1973)
Myth and Meaning in Marketing (1974)
Symbols, Selves and Others (1981)
Meanings in Advertising Stimuli (1986)
Semiotician <i>Ordinaire</i> (1986)
PART FIVE: CONSUMER ANALYSES AND OBSERVATIONS
Constructing Consumer Behavior
A Grand Template (1991)
The Cake Eaters (1957)
Looking at the Ladies, Lately (1960)
Phases in Changing Interpersonal Relations (1962)
Social Class and Consumer Behavior (1966)
Psychosocial Reactions to the Abundant Society (1967)
The Discretionary Society (1970)
Emotional Reactions to the Cutting of Trees (1973)
Consumer Behavior in the United States (1977)
Arts Consumers and Aesthetic Attributes (1980)
Social Division and Aesthetic Specialization
The Middle Class and Musical Events (1980)
Psychosocial Themes in Consumer Grooming Rituals (1983)
Synchrony and Diachrony in Product Perceptions (1983)
Consumer Behavior in the United States
The Avid Consumer (1987)
Effect of Recent Economic Experiences on Consumer Dreams, Goals and Behavior in the United States (1987)
Giving Voice to the Gift
The Use of Projective Techniques to Recover Lost Meanings (1993)
Cultural Harmonies and Variations (1993)
PART FIVE: QUALITATIVE METHODS OF MARKETING STUDY
Qualitative Research (1995)
Motivation Research (1958)
Thematic Assessment of Executives (1963)
New Dimension in Consumer Analysis (1963)
Focus Groups
Mixed Blessing (1973)
Musings of a Researcher
The Human Side of Interviewing (1975)
Hunger and Work in a Civilized Tribe
Or, the Anthropology of Market Transaction (1978)
Interpreting Consumer Mythology
A Structural Approach to Consumer Behavior (1981)
Dreams, Fairy Tales, Animals and Cars (1985)
Marketing Research as a Dialogue (1988)
Autodriving
A Photoelicitation Technique (1991)

Descriere

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.