- EAN13
- 9781446232309
- Éditeur
- SAGE Publications Ltd
- Date de publication
- 07/06/2001
- Langue
- anglais
- Fiches UNIMARC
- S'identifier
Livre numérique
-
Aide EAN13 : 9781446232309
-
Fichier EPUB, avec DRM Adobe
- Impression
-
13 pages
- Copier/Coller
-
13 pages
- Partage
-
6 appareils
60.83 -
Fichier EPUB, avec DRM Adobe
`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.
`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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