This text explores the current trend in marketing to draw on its past, whether with retro-products like the neo-Beetle retro-scapes, such as Niketown, or retro-advertising campaigns which make the most of the advertiser's heritage

Marketing is a very diverse discipline, dealing with everything from the costs of globalization to the benefits of money-back guarantees. However, there is one thing that all marketing academics share: they are writers. They publish or perish - their careers are advanced, and reputations are...