Marketing Management and the Use of Marketing Research
This article describes elements of the author’s long career as a marketing researcher and professor of marketing, giving examples from his experience studying marketplace issues for many organizations and researching the nature of marketing. He cites the value of a broad educational background and the benefits of working with managers on a diversity of practical problems.
As a practitioner and an advocate of the use of qualitative methods of research, he notes specific instances of their application to the concerns of managers. He sums up the awareness he gained about marketing management and the use of marketing research. He tells how he drew from that experience to make contributions about the role of marketing in society and the study of consumers in the theory and literature of the field.
Sidney J. Levy is the Coca-Cola Distinguished Professor of Marketing at the Eller College of Management, University of Arizona.
Published in the Journal of Marketing Management.