Marketing : the retro revolution

Stephen Brown

Retro-marketing is all around us, whether it be retro-products like the neo-Beetle, retro-scapes, such as Niketown, or retro-advertising campaigns, which make the most of the advertiser's glorious heritage. 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

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Year of publication:	2001
Authors:	Brown, Stephen
Publisher:	Thousand Oaks, Calif : Sage Publications
Subject:	Marketing \| Produktgestaltung \| Product design
Description of contents:	Table of Contents [external.dandelon.com]

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Extent:	Online-Ressource (x, 262 p) ill
Series:	Marketing
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and index Cover; Contents; Recuperating Marketing: On Commencing a Course of Retro Shock Treatment; INTRODUCTION - LOOKING BACK TO SEE AHEAD; 1 Remembering Marketing: The Future is History; PART I PUTTING THE `CON' INTO CONCEPT; 2 Reviewing Marketing: The Defective Vision of Theodore Levitt; 3 Redeeming Marketing: The Spiritual Side of Trade; 4 Reconfiguring Marketing: The Greatest Sham on Earth; PART II DOWNSIZING STRATEGY; 5 Repositioning Marketing: Ballyhoo's Who; 6 Representing Marketing: The Secret of the Black Magic Box; 7 Replanning Marketing: If Ever a Whiz of a Swiz There Was PART III FIXING THE MIX8 Replacing Marketing: Reading Retroscapes; 9 Rebranding Marketing: Yes, We Have No Bananaburgers; 10 Revolting Marketing: Gross is Good!; CONCLUSION - TRAPPING THE SUBSTANCE; 11 Rejuvenating Marketing: The Big Tease; Rewriting Marketing: Pedagogic Appendix; Reciting Marketing: Notes and References; Index Electronic reproduction; Available via World Wide Web
ISBN:	978-0-7619-6851-1 ; 978-1-84787-623-2 ; 978-0-7619-6850-4
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012674849