Sidney J. Levy is a prolific, seminal, internationally‑recognized, award‑winning scholar. An intellectual pioneer of Consumer Culture Theory, his ideas began to influence marketing researchers and executives in the late 1940s and today 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 issues and puzzles.
Levy’s fundamental contributions to marketing thought may be summarized as follows: 1. He led the way in broadening the understanding of marketing, opening out its application to spheres beyond business. 2. He introduced the concept of brand image whereby branding is seen to be an integrative process of activity and communication. 3. He pioneered insights into the symbolic nature of marketing communication. 4. He fostered the multi-disciplinary and depth analysis of marketplace behavior. 5. He led in the development and application of qualitative methods of research. 6. His theories and educational activities have influenced researchers and practitioners around the world.
Sidney J. Levy is currently the Coca-Cola Distinguished Professor of Marketing at the Eller College of Management, University of Arizona. He is also the Charles H. Kellstadt Professor Emeritus at the Kellogg School of Management, Northwestern University. A collection of some of Sidney Levy’s most influential papers are available here in full length (.pdf):
- Gardner, Burleigh, B. and Sidney J. Levy (1955), “The Product and the Brand,” Harvard Business Review, March-April , 33-9.
- Kotler, Philip and Sidney J. Levy (1969), “Broadening the Concept of Marketing,” Journal of Marketing, 33 (January), 10-5.
- Levy, Sidney J. (1981), “Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior,” Journal of Marketing, (Summer) 45, 49-61.
*This short description is based on Dennis W. Rook’s intellectual biography of Sidney J. Levy, which can be downloaded here (.pdf)