| Foreword | |
| Introduction: Ideas of a Major Marketing Man | |
| I | A Life in the Marketplace | 1 |
| 1 | Stalking the Amphisbaena | 3 |
| 2 | The Exemplary Research | 25 |
| II | Marketing | 31 |
| 3 | Broadening the Concept of Marketing | 37 |
| 4 | Cigarette Smoking and the Public Interest | 47 |
| 5 | What Kind of Corporate Objectives? | 56 |
| 6 | Beyond Marketing: The Furthering Concept | 64 |
| 7 | Demarketing, Yes, Demarketing | 75 |
| 8 | Marketing and Aesthetics | 84 |
| 9 | Marcology 101, or the Domain of Marketing | 103 |
| 10 | A Rejoinder: Toward a Broader Concept of Marketing's Role in Social Order | 113 |
| 11 | The Heart of Quality Service | 118 |
| 12 | Absolute Ethics, Relatively Speaking | 122 |
| III | Products and Brands | 127 |
| 13 | The Product and the Brand | 131 |
| 14 | Brands, Trademarks, and the Law | 141 |
| 15 | The Two Tiers of Marketing | 162 |
| 16 | Marketing Stages in Developing Nations | 164 |
| 17 | Defending the Dowager: Communication Strategies for Declining Main Brands | 171 |
| IV | The Symbolic Nature of Marketing | 197 |
| 18 | Symbols for Sale | 203 |
| 19 | Symbols of Substance, Source, and Sorcery | 213 |
| 20 | Symbolism and Life Style | 217 |
| 21 | The Public Image of Government Agencies | 225 |
| 22 | Imagery and Symbolism | 233 |
| 23 | Myth and Meaning in Marketing | 241 |
| 24 | Symbols, Selves, and Others | 247 |
| 25 | Meanings in Advertising Stimuli | 251 |
| 26 | Semiotician Ordinaire | 261 |
| V | Consumer Analyses and Observations | 267 |
| 27 | Constructing Consumer Behavior: A Grand Template | 271 |
| 28 | The Cake Eaters | 281 |
| 29 | Looking at the Ladies, Lately | 287 |
| 30 | Phases in Changing Interpersonal Relations | 290 |
| 31 | Social Class and Consumer Behavior | 297 |
| 32 | Psychosocial Reactions to the Abundant Society | 309 |
| 33 | The Discretionary Society | 319 |
| 34 | Emotional Reactions to the Cutting of Trees | 329 |
| 35 | Consumer Behavior in the United States | 336 |
| 36 | Arts Consumers and Aesthetic Attributes | 343 |
| 37 | Social Division and Aesthetic Specialization: The Middle Class and Musical Events | 359 |
| 38 | Psychosocial Themes in Consumer Grooming Rituals | 375 |
| 39 | Synchrony and Diachrony in Product Perceptions | 390 |
| 40 | Consumer Behavior in the United States: The Avid Consumer | 406 |
| 41 | Effect of Recent Economic Experiences on Consumer Dreams, Goals, and Behavior in the United States | 409 |
| 42 | Giving Voice to the Gift: The Use of Projective Techniques to Recover Lost Meanings | 422 |
| 43 | Cultural Harmonies and Variations | 440 |
| VI | Qualitative Methods of Marketing Study | 443 |
| 44 | Qualitative Research | 449 |
| 45 | Motivation Research | 462 |
| 46 | Thematic Assessment of Executives | 466 |
| 47 | New Dimension in Consumer Analysis | 474 |
| 48 | Focus Groups: Mixed Blessing | 489 |
| 49 | Musings of a Researcher: The Human Side of Interviewing | 497 |
| 50 | Hunger and Work in a Civilized Tribe: Or, the Anthropology of Market Transaction | 503 |
| 51 | Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior | 514 |
| 52 | Dreams, Fairy Tales, Animals, and Cars | 530 |
| 53 | Marketing Research as a Dialogue | 544 |
| 54 | Autodriving: A Photoelicitation Technique | 549 |
| Index | 575 |
| About the Author and Editor | 589 |
Format: Textbook Paperback, 1st ed., 6
