Marketing - The Retro Revolution

Additional Book Details

`the finest writer in our field today′ - Journal of Marketing</p>
<p>`the great heretic′ - Retrospectives in Marketing</p>
<p>`the most devastating critic of the academic discipline of marketing ever likely to be encountered′ - Service Industries Journal</p>
<p>`a jewel in the crown of the academic marketing establishment′ - Marketing Intelligence and Planning</p>
<p>`remarkably entertaining′ - Public Library Journal</p>
<p>`dazzling erudition′ - European Journal of Marketing</p>
<p>`instant classic′ - Journal of Marketing Management</p>
<p></p>
<p>· Has marketing moved from `new and improved′ to `as good as always′?</p>
<p>· Is old the new `new′?</p>
<p></p>
<p>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.</p>
<p>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.</p>
<p>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.</p>
<p>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.