Marketing - The Retro Revolution

Marketing - The Retro Revolution

by Stephen Brown
     
 

ISBN-10: 0761968512

ISBN-13: 9780761968511

Pub. Date: 08/21/2001

Publisher: SAGE Publications

The rise of retro has led many to conclude that it represents the end of marketing, that it is indicative of inertia, ossification and the waning of creativity. Marketing — The Retro Revolution explains why the opposite is the case, demonstrating that retro-orientation is a harbinger of change and a revolution in marketing thinking.

In his engaging and

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Overview

The rise of retro has led many to conclude that it represents the end of marketing, that it is indicative of inertia, ossification and the waning of creativity. Marketing — The Retro Revolution explains why the opposite is the case, demonstrating that retro-orientation is a harbinger of change and a revolution in marketing thinking.

In his engaging and lively style, Stephen Brown shows that the implications of today's retro revolution are much more profound than the existing literature suggests. He argues that just as retro-marketing practitioners are looking to the past for inspiration, so too students, consultants and academics should seek to do likewise.

Product Details

ISBN-13:
9780761968511
Publisher:
SAGE Publications
Publication date:
08/21/2001
Series:
Marketing Series
Edition description:
New Edition
Pages:
276
Product dimensions:
6.14(w) x 9.21(h) x 0.58(d)

Table of Contents

Remembering Marketing
The Future is History
PART ONE: PUTTING THE 'CON' INTO CONCEPT
Reviewing Marketing
The Defective Vision of Theodore Levitt
Redeeming Marketing
The Spiritual Side of Trade
Reconfiguring Marketing
The Greatest Sham on Earth
PART TWO: DOWNSIZING STRATEGY
Repositioning Marketing
Ballyhoo's Who
Representing Marketing
The Secret of the Black Magic Box
Replanning Marketing
If Ever a Whiz of a Swiz There Was
PART THREE: FIXING THE MIX
Replacing Marketing
Reading Retroscapes
Rebracing Marketing
Yes, We have no Bananaburgers
Revolting Marketing
Gross is Good
Conclusion
Trapping the Substance
Rejuvenating Marketing
The Big Tease

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