Marketing - The Retro Revolution - Brossura

Brown, Prof Stephen

Brossura

ISBN 10: 0761968512 ISBN 13: 9780761968511

Casa editrice: SAGE Publications Ltd, 2001

Riassunto

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.

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Recensione

Praise for the author:

'the finest writer in our field today' - Journal of 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

Contenuti

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

Dettagli dell'edizione

• Editore: SAGE Publications Ltd
• Data di pubblicazione: 2001
• Lingua: Inglese
• ISBN 10: 0761968512
• ISBN 13: 9780761968511
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 272
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile