Dennis Rook is a Professor of Clinical Marketing at the Marshall School of Business. He received his PhD in marketing in 1983 from Northwestern University′s Kellogg Graduate School of Management, where he concentrated in consumer behavior theory and qualitative research methods. Following this, he served on the marketing faculty of the University of Southern California in Los Angeles. Dr. Rook left the academic environment in 1987 to join the Strategic Planning Department of DDB Needham Worldwide in Chicago where he was a research supervisor. Following this he was appointed Director of Qualitative Research Services at Conway/Milliken & Associates, a Chicago research and consulting company. Dr. Rook rejoined the USC marketing faculty in 1991. Professor Rook′s published research has investigated consumer impulse buying, "solo" consumption behavior, and consumers′ buying rituals and fantasies. These and other studies have appeared in the Journal of Consumer Research, Advances in Consumer Research, Symbolic Consumer Behavior, and Research in Consumer Behavior. He has served as Treasurer of the Association for Consumer Research, for which he is also a member of the Advisory Council. In 1985, his dissertation research was awarded by the Association for Consumer Research, and in 1988, he was appointed to the Editorial Board of the Journal of Consumer Research. Dr. Rook has served as a research and marketing consultant for companies in the consumer packaged goods, financial services, communications and entertainment industries.

"If the marketing practitioner will only reflect on the insights Levy provides, he or she will see limitless opportunities to apply them to the marketing problem du jour. . ."

• Foreword - Gerald ZaltmanIntroduction - Dennis W RookIdeas of a Major Marketing ManPART ONE: A LIFE IN THE MARKETPLACEStalking the Amphisbaena (1996)The Exemplary Research (1953)PART TWO: MARKETINGBroadening the Concept of Marketing (1969)Cigarette Smoking and the Public Interest (1963)What Kind of Corporate Objectives? (1966)Beyond MarketingThe Furthering Concept (1969)Demarketing, Yes, Demarketing (1971)Marketing and Aesthetics (1974)Marcology 101 or the Domain of Marketing (1976)A RejoinderToward 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 BRANDSThe 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 DowagerCommunication Strategies for Declining Main Brands (1993)PART FOUR: THE SYMBOLIC NATURE OF MARKETINGSymbols 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 OBSERVATIONSConstructing Consumer BehaviorA 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 SpecializationThe 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 StatesThe Avid Consumer (1987)Effect of Recent Economic Experiences on Consumer Dreams, Goals and Behavior in the United States (1987)Giving Voice to the GiftThe Use of Projective Techniques to Recover Lost Meanings (1993)Cultural Harmonies and Variations (1993)PART FIVE: QUALITATIVE METHODS OF MARKETING STUDYQualitative Research (1995)Motivation Research (1958)Thematic Assessment of Executives (1963)New Dimension in Consumer Analysis (1963)Focus GroupsMixed Blessing (1973)Musings of a Researcher The Human Side of Interviewing (1975)Hunger and Work in a Civilized TribeOr, the Anthropology of Market Transaction (1978)Interpreting Consumer MythologyA Structural Approach to Consumer Behavior (1981)Dreams, Fairy Tales, Animals and Cars (1985)Marketing Research as a Dialogue (1988)AutodrivingA Photoelicitation Technique (1991)

Dennis Rook is a Professor of Clinical Marketing at the Marshall School of Business. He received his PhD in marketing in 1983 from Northwestern University′s Kellogg Graduate School of Management, where he concentrated in consumer behavior theory and qualitative research methods. Following this, he served on the marketing faculty of the University of Southern California in Los Angeles. Dr. Rook left the academic environment in 1987 to join the Strategic Planning Department of DDB Needham Worldwide in Chicago where he was a research supervisor. Following this he was appointed Director of Qualitative Research Services at Conway/Milliken & Associates, a Chicago research and consulting company. Dr. Rook rejoined the USC marketing faculty in 1991. Professor Rook′s published research has investigated consumer impulse buying, "solo" consumption behavior, and consumers′ buying rituals and fantasies. These and other studies have appeared in the Journal of Consumer Research, Advances in Consumer Research, Symbolic Consumer Behavior, and Research in Consumer Behavior. He has served as Treasurer of the Association for Consumer Research, for which he is also a member of the Advisory Council. In 1985, his dissertation research was awarded by the Association for Consumer Research, and in 1988, he was appointed to the Editorial Board of the Journal of Consumer Research. Dr. Rook has served as a research and marketing consultant for companies in the consumer packaged goods, financial services, communications and entertainment industries.

"If the marketing practitioner will only reflect on the insights Levy provides, he or she will see limitless opportunities to apply them to the marketing problem du jour. . ."

• Foreword - Gerald ZaltmanIntroduction - Dennis W RookIdeas of a Major Marketing ManPART ONE: A LIFE IN THE MARKETPLACEStalking the Amphisbaena (1996)The Exemplary Research (1953)PART TWO: MARKETINGBroadening the Concept of Marketing (1969)Cigarette Smoking and the Public Interest (1963)What Kind of Corporate Objectives? (1966)Beyond MarketingThe Furthering Concept (1969)Demarketing, Yes, Demarketing (1971)Marketing and Aesthetics (1974)Marcology 101 or the Domain of Marketing (1976)A RejoinderToward 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 BRANDSThe 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 DowagerCommunication Strategies for Declining Main Brands (1993)PART FOUR: THE SYMBOLIC NATURE OF MARKETINGSymbols 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 OBSERVATIONSConstructing Consumer BehaviorA 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 SpecializationThe 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 StatesThe Avid Consumer (1987)Effect of Recent Economic Experiences on Consumer Dreams, Goals and Behavior in the United States (1987)Giving Voice to the GiftThe Use of Projective Techniques to Recover Lost Meanings (1993)Cultural Harmonies and Variations (1993)PART FIVE: QUALITATIVE METHODS OF MARKETING STUDYQualitative Research (1995)Motivation Research (1958)Thematic Assessment of Executives (1963)New Dimension in Consumer Analysis (1963)Focus GroupsMixed Blessing (1973)Musings of a Researcher The Human Side of Interviewing (1975)Hunger and Work in a Civilized TribeOr, the Anthropology of Market Transaction (1978)Interpreting Consumer MythologyA Structural Approach to Consumer Behavior (1981)Dreams, Fairy Tales, Animals and Cars (1985)Marketing Research as a Dialogue (1988)AutodrivingA Photoelicitation Technique (1991)