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Marketing
Author: Stephen Brown

ISBN: 9780761968511
Format: Paperback
Number Of Pages: 272
Published: 16 April 2001
Country of Publication: GB
Dimensions (cm): 23.4 x 15.6 x 1.4
Description:
'the finest writer in our field today' - Journal of Marketing 'the great heretic' - Retrospectives in Marketing 'the most devastating critic of the academic discipline of marketing ever likely to be encountered' - Service Industries Journal 'a jewel in the crown of the academic marketing establishment' - Marketing Intelligence and Planning 'remarkably entertaining' - Public Library Journal 'dazzling erudition' - European Journal of Marketing 'instant classic' - Journal of Marketing Management * Has marketing moved from 'new and improved' to 'as good as always'? * Is old the new 'new'? 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 the impl...

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