Brands Consumers, Symbols, & Research: Sidney J. Levy on Marketing (1-Off Series) Sidney J. Levy, Dennis W. Rook

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; howthey understand their consumers; and how corporate and academic researchers investigate marketplace concerns.