Introduction: Ideas of a major marketing man -- A life in the marketplace: Stalking the amphisbaena -- The exemplary research -- Marketing: Broadening the concept of marketing -- Cigarette smoking and the public interest -- What kind of corporate objectives -- Beyond marketing -- Demarketing, yes, demarketing -- Marketing and aesthetics -- Marcology 101, or the domain of marketing -- A rejoinder -- The heart of quality service -- Absolute ethics, relatively speaking -- Products and brands: The product and the brand -- Brands, trademarks, and the law -- The two tiers of marketing -- Marketing stages in developing nations -- Defending the dowager: communication strategies for declining main brands -- The symbolic nature of marketing: Symbols for sale -- Symbols of substance, source, and sorcery -- Symbolism and life style -- The public image of government agencies -- Imagery and symbolism -- Myth and meaning in marketing -- Symbols, selves, and others -- Meanings in advertising stimuli -- Semiotician ordinaire -- Consumer analyses and observations: Constructing consumer behavior -- The cake eaters -- Looking at the ladies, lately -- Phases in changing interpersonal relations -- Social class and consumer behavior -- Psychosocial reactions to the abundant society -- The discretionary society -- Emotional reactions to the cutting of trees -- Arts consumers and aesthetic attributes -- Social division and aesthetic specialization -- Psychosocial themes in consumer grooming rituals -- Synchrony and diachrony in product perceptions -- Consumer behavior in the United States -- Effect of recent economic experiences on consumer dreams, goals, and behavior in the United States -- Giving voice to the gift -- Qualitative methods of marketing study: Qualitative research -- Motivation research -- Thematic assessment of executives -- New dimension in consumer analysis -- Focus groups: mixed blessing -- Musings of a researcher -- Hunger and work in a civilized tribe -- Interpreting consumer mythology -- Dreams, fairy tales, animals and cars -- Marketing research as a dialogue -- Autodriving: a photoelicitation technique

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