The 54 collected works in this volume provide an opportunity for the reader to determine whether Sidney′s work, individually and/or collectively, qualify as a masterpiece. For me, Sidney has created more individual pieces of his work that merit this status than any other marketing scholar I know. Collectively, the work in this volume is a masterpiece of insight into the social enterprise that is marketing. Again, I don′t know anyone whose career-long program of thought is so extraordinarily rich in imagination and practical value. He challenges, provokes, excites, soothes, and supports us with one or another of his writings. —from the foreword by Gerald Zaltman, Harvard Business School For the first time, the writings of marketing legend Sidney J. are available in this comprehensive collection of significant scholarly essays and studies in the field of marketing. And what a compendium this is! Dennis Rook, a former student of Sidney J. Levy, has compiled the work of this prolific, internationally-recognized and award-winning writer whose ideas began to influence marketing executives in the late 1940s. His ideas continue to impact how we think about marketing′s role in management, how managers develop products and brands, how they understand their consumers, and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols, and Research is an exciting and definitive volume that should have a place on the bookshelves of every marketing professional, educator, and student around the globe!
Tabla de materias
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
Ordinaire (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)
Sobre el autor
Dennis Rook is a Professor of Clinical Marketing at the Marshall School of Business. He received his Ph D in marketing in 1983 from Northwestern University′s Kellogg Graduate School of Management, where he concentrated in consumer behavior theory and qualitative research methods. Following this, he served on the marketing faculty of the University of Southern California in Los Angeles. Dr. Rook left the academic environment in 1987 to join the Strategic Planning Department of DDB Needham Worldwide in Chicago where he was a research supervisor. Following this he was appointed Director of Qualitative Research Services at Conway/Milliken & Associates, a Chicago research and consulting company. Dr. Rook rejoined the USC marketing faculty in 1991. Professor Rook′s published research has investigated consumer impulse buying, ‘solo’ consumption behavior, and consumers′ buying rituals and fantasies. These and other studies have appeared in the Journal of Consumer Research, Advances in Consumer Research, Symbolic Consumer Behavior, and Research in Consumer Behavior. He has served as Treasurer of the Association for Consumer Research, for which he is also a member of the Advisory Council. In 1985, his dissertation research was awarded by the Association for Consumer Research, and in 1988, he was appointed to the Editorial Board of the Journal of Consumer Research. Dr. Rook has served as a research and marketing consultant for companies in the consumer packaged goods, financial services, communications and entertainment industries.
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