| Description |
x, 262 pages : illustrations ; 24 cm |
| Contents |
Recuperating Marketing: Preface -- Introduction: Looking Back to See Ahead -- 1. Remembering Marketing: The Future is History -- Pt. 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 -- Pt. 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 -- Pt. III. Fixing the Mix -- 8. 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 |
| Summary |
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 |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references ([page 221]-258) and index |
| Notes |
Print version record |
| Subject |
Retromarketing.
|
|
Marketing.
|
| LC no. |
2001270044 |
| ISBN |
0761968504 |
|
0761968512 paperback |
|
