Marketing: The Retro Revolution

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9780761968511: Marketing: The Retro Revolution

'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 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 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.

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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

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Stephen Brown
Editore: Sage Publications Ltd, United Kingdom (2001)
ISBN 10: 0761968512 ISBN 13: 9780761968511
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Descrizione libro Sage Publications Ltd, United Kingdom, 2001. Paperback. Condizione libro: New. abridged edition. 236 x 167 mm. Language: English Brand New Book ***** Print on Demand *****. 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 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 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. Codice libro della libreria AAV9780761968511

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Descrizione libro SAGE Publications Ltd, 2001. PAP. Condizione libro: New. New Book. Delivered from our UK warehouse in 3 to 5 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Codice libro della libreria LQ-9780761968511

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Stephen Brown
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ISBN 10: 0761968512 ISBN 13: 9780761968511
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Descrizione libro SAGE Publications Inc, United States, 2001. Paperback. Condizione libro: New. 236 x 167 mm. Language: English . Brand New Book ***** Print on Demand *****. 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 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 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. Codice libro della libreria AAV9780761968511

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