Symbols for Sale

In 1959 Sidney Levy published Brands, Consumers, Symbols, & Research. It was one of the first books to apply behavioural science to the field of marketing and challenge the prevailing concept of ‘economic man’ and rational decision making. The traditional approach assumed that consumers made decisions rationally and by weighing the costs and benefits of a purchase. While this…

Peter Drucker: The Practice of Management

Born in 1909, Peter Drucker has been called the founder of modern management. A professor and consultant, he authored nearly 40 books, and established the first executive MBA program. His work examined the strategy, structure and management styles of the corporation and the realities of how people, both employees and customers really behave. He was…

The McElroy Memo and the Birth of Brand Management

Neil McElroy might be better known for his time as President of P&G, or perhaps as the former U.S. Secretary of Defense. But before that, in 1931 he was a junior executive at P&G managing the advertising of soap. And it was then that he penned a memo often credited as the birth of brand marketing. In…