Brands, Consumers, Symbols and Research

Foreword - Gerald Zaltman Introduction - Dennis W Rook Ideas of a Major Marketing Man PART ONE: A LIFE IN THE MARKETPLACE Stalking the Amphisbaena (1996) The Exemplary Research (1953) PART TWO: MARKETING Broadening the Concept of Marketing (1969) Cigarette Smoking and the Public Interest (1963) What Kind of Corporate Objectives? (1966) Beyond Marketing The Furthering Concept (1969) Demarketing, Yes, Demarketing (1971) Marketing and Aesthetics (1974) Marcology 101 or the Domain of Marketing (1976) A Rejoinder Toward a Broader Concept of Marketing's Role in Social Order (1979) The Heart of Quality Service (1989) Absolute Ethics, Relatively Speaking (1992) PART THREE: PRODUCTS AND BRANDS The Product and the Brand (1955) Brands, Trademarks and the Law (1981) The Two Tiers of Marketing (1990) Marketing Stages in Developing Nations (1991) Defending the Dowager Communication Strategies for Declining Main Brands (1993) PART FOUR: THE SYMBOLIC NATURE OF MARKETING Symbols for Sale (1959) Symbols of Substance, Source and Sorcery (1960) Symbolism and Life Style (1963) The Public Image of Government Agencies (1963) Imagery and Symbolism (1973) Myth and Meaning in Marketing (1974) Symbols, Selves and Others (1981) Meanings in Advertising Stimuli (1986) Semiotician Ordinaire (1986) PART FIVE: CONSUMER ANALYSES AND OBSERVATIONS Constructing Consumer Behavior A Grand Template (1991) The Cake Eaters (1957) Looking at the Ladies, Lately (1960) Phases in Changing Interpersonal Relations (1962) Social Class and Consumer Behavior (1966) Psychosocial Reactions to the Abundant Society (1967) The Discretionary Society (1970) Emotional Reactions to the Cutting of Trees (1973) Consumer Behavior in the United States (1977) Arts Consumers and Aesthetic Attributes (1980) Social Division and Aesthetic Specialization The Middle Class and Musical Events (1980) Psychosocial Themes in Consumer Grooming Rituals (1983) Synchrony and Diachrony in Product Perceptions (1983) Consumer Behavior in the United States The Avid Consumer (1987) Effect of Recent Economic Experiences on Consumer Dreams, Goals and Behavior in the United States (1987) Giving Voice to the Gift The Use of Projective Techniques to Recover Lost Meanings (1993) Cultural Harmonies and Variations (1993) PART FIVE: QUALITATIVE METHODS OF MARKETING STUDY Qualitative Research (1995) Motivation Research (1958) Thematic Assessment of Executives (1963) New Dimension in Consumer Analysis (1963) Focus Groups Mixed Blessing (1973) Musings of a Researcher The Human Side of Interviewing (1975) Hunger and Work in a Civilized Tribe Or, the Anthropology of Market Transaction (1978) Interpreting Consumer Mythology A Structural Approach to Consumer Behavior (1981) Dreams, Fairy Tales, Animals and Cars (1985) Marketing Research as a Dialogue (1988) Autodriving A Photoelicitation Technique (1991)