Sidney Levy

Coca-Cola Distinguished Professor of Marketing

Areas of Expertise

  •  Doctoral Seminars
  •  Special Projects

Professor Sidney Levy, is recognized as one of the main contributors to marketing and consumer behavior in the twentieth century for his work on brand image, symbolism, and cultural meaning in marketing. With his Kellogg colleague, Philip Kotler, he challenged the view of marketing as restricted to commercial activities, and redefined the concept of Marketing as an all-encompassing phenomenon that could be applied to a broad range of social activities.

Professor Levy's insightful and timeless contributions to marketing scholarship are recognized by numerous awards. He was inducted as an Association for Consumer Research Fellow (1982), the highest honor accorded to academic consumer researchers for contributions to consumer research. Professor Levy was recognized as the American Marketing Distinguished Educator in 1988. He was the first person to receive the Living Legend of Marketing Award for exceptional contributions to marketing (1997), and he was a recipient of the Paul D. Converse award for outstanding contributions to the science of marketing (2000). In recognition of his role as one of the intellectual pioneers of Consumer Culture Theory (CCT), The Sidney J. Levy Award was created in 2008. The award is given to the best CCT dissertation article published in the preceding year.

Professor Levy joined the Kellogg faculty in 1961. Prior to his appointment at Northwestern, he was a lecturer at the University of Chicago (1958-1959). He received his PhD from the Committee on Human Development from the University of Chicago (1956). Professor Levy served as the chair of the marketing department from 1980 until 1993. He formally retired from Kellogg in 1991, but remained an active member of the faculty until 1997. In 1997 he became chair of the marketing department at the Eller College of Management, University of Arizona, where he is currently the Coca-Cola Distinguished Professor of Marketing. 

Publications and Working Papers

  • Levy, Sidney J.(2014) “Olio and Intègraphy and The Consumption of Death,”Consumption, Markets, and Culture, published online April 22, 2014.
  • Levy, Sidney J. (2014), “Marketing on the Couch: Sidney and Psychoanalysis,” Marketing Theor, published online November 24, 2014, doi:
  • Levy, Sidney J. (2014), One Man in His Time: An Autobiography,
  • Levy, Sidney J. (2014), “The Technology of Branding,” a chapter in a volume on branding edited by Jonathan Schroeder, Routledge, forthcoming.
  • Levy, Sidney J. (2014), “Consuming Love and Death,” in a chapter edited by Terry Gabel about poetry and death in a volume edited by Susan Dobscha on Death and CCT,Routledge, fortrhcoming.
  • Levy, Sidney J. (2014), “The Consumption of Flowers,” in a chapter edited by Terry Gabel about poetry and death in a volume edited by Susan Dobscha on Death and CCT,Routedge, forthcoming.