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Marketing - The Retro Revolution
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Marketing - The Retro Revolution

First Edition

June 2001 | 272 pages | SAGE Publications Ltd

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 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. History reveals that new ideas often come wrapped in old packaging. Marketing — The Retro Revolution unwraps this retro- package and, in doing so, offers radically new ideas for the future of the field.

 
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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