Sidney Levy has been one of the main contributors to marketing and consumer behavior in the twentieth century and is a living legend among marketers today. This historical essay will look at how Levy was able to have a substantial impact on the field of marketing by pushing it in new directions. He saw well before others the value of doing research on brand image, symbolism, and cultural meaning in marketing and of broadening the marketing concept. Levy was able to achieve these insights by questioning the prevailing assumptions of the day, by taking an interdisciplinary perspective to solve what he saw as marketing problems, and by encouraging philosophical pluralism.

Purpose The purpose of this paper is to explore what an idiosyncratic and dynamic sense of belonging entails for consumption in a lifestyle sport, an ever shifting and progressing world in which individuals engage in community while also seeking to individuate their own sense of belonging. Design/methodology/approach The authors adopt an ethnographic approach in the context of a regional skateboarding community. Over a year at local skateparks, we interviewed 15 well-established, committed members of the community identified by others (through snowball techniques) to allow us to delve into the phenomenon. These interviews were conducted as part of the primary author's doctoral thesis (See Harris, 2011). Findings An idiosyncratic and dynamic sense of belonging is prevalent in the lifestyle sport community, even among well-established members. This is reflected in and motivated by a variety of consumption, as well as overconsumption practices. Practical implications Understanding the idiosyncratic and dynamic nature of a sense of belonging allows marketers to design offerings to effectively deal with the ambiguities of belonging but also raises the potential for the destructive use of marketing. Originality/value The authors demonstrate how approaching belonging through a dynamic and idiosyncratic sense of belonging provides a deeper understanding of belonging and related consumption activities in a lifestyle sport.

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This paper presents a step-by-step process for the development and implementation of a professional selling specialization program in the marketing curriculum of a school of business at an AACSB accredited state university. The program is presented in detail along with the process followed in order to develop support for the program with three primary stakeholders: faculty, administrators, and regional and national employers. Ongoing program challenges, successes, and growth opportunities are discussed. Program outcomes and stakeholder perceptions are included.