Sidney Levy: Challenging the Philosophical Assumptions of Marketing

Abstract

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.

Effects of Safety Management System Applications on Corporate Image: A Research in Flight Training Organizations

“…Küresel anlamda ticaretin hız kazanması ve uluslararası rekabetin ön plana çıkmasıyla birlikte literatürde üzerinde sıklıkla durulan bir değer haline gelen "imaj" ilk olarak Gardner ve Levy tarafından 1955 yılında marka bağlamında değerlendirilmiş, birey ve toplulukların belirli nesnelere olan yaklaşımları şeklinde ifade edilmiştir. Bu kişiler ayrıca sembolik bir kavram olarak düşündükleri imajı, tüketici zihninde şekillenen motivasyon ve duygusal bir tutum aracı olarak da nitelendirmişlerdir [20]. Ticarette gün geçtikçe önem kazanan imajın bilimsel çalışmalara konu olmasıyla birlikte farklı mecralarda kullanılarak çeşitlendiği görülmektedir.…”

Marketing Archetypes: Applying Jungian Psychology to Marketing Research

“…Jungian archetypes and the related concept of the collective unconscious are useful to help contemporary marketers to understand the hidden motives behind people's actions and how these motives influence consumer behavior (Harris, 2007;Levy, 1963). Understanding the collective unconscious and how it influence consumers' perceptions and his actions can be useful to help marketing go beyond the limited target of driving sales and stimulating economic transactions, and it can help practitioners in managing customer expectations and how consumers' are embedded in the larger system that is society (Kotler & Levy, 1971).…”

“…Marketing should try to understand the hidden motives behind people's actions, and how they influence consumers behavior, taking into account their effects on customers' expectations (Harris, 2007).…”

A History of Historical Research in Marketing

“…There is renewed interest in biographical research (Bourassa et al, 2007;Green, 2001;Harris, 2007;Hollander, 2009;Jones, 1994Jones, , 1998Jones, , 2004Kreshel, 1990;Nason, 2009;Shaw and Tamilia, 2001;Wittink, 2004;Wright, 1989; which had dropped from the historical agenda after the early 1960s. In that connection, the third edition of History of Marketing Thought is notable for its addition of biographical information about important scholars of the 1960s, 1970s and 1980s.…”