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Journal of Macromarketing
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Sidney Levy: Challenging the Philosophical Assumptions of Marketing

Garth E. Harris

School of Business, Queen’s University, Kingston, Ontario, Canada

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.

Key Words: marketing history • philosophical pluralism • Sidney Levy • brand image • cultural meaning symbols • marketing concept • market orientation

Journal of Macromarketing, Vol. 27, No. 1, 7-14 (2007)
DOI: 10.1177/0276146706296707
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