Marketing - The Retro Revolution : The Retro Revolution.
Title:
Marketing - The Retro Revolution : The Retro Revolution.
Author:
Brown, Stephen.
ISBN:
9781847876232
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (223 pages)
Series:
Marketing
Contents:
Cover Page -- Title -- Copyright -- Contents -- Recuperating Marketing: Preface -- Introduction: Looking Back to See Ahead -- 1 Remembering Marketing: The Future is History -- Part I: Putting The 'Con' Into Concept -- 2 Reviewing Marketing: The Defective Vision of Theodore Levitt -- 3 Redeeming Marketing: The Spiritual Side of Trade -- 4 Reconfiguring Marketing: The Greatest Sham on Earth -- Part II: Downsizing Strategy -- 5 Repositioning Marketing: Ballyhoo's Who -- 6 Representing Marketing: The Secret of the Black Magic Box -- 7 Replanning Marketing: If Ever a Whiz of a Swiz There Was -- Part III: Fixing The Mix -- 8 Replacing Marketing: Reading Retroscapes -- 9 Rebranding Marketing: Yes, We Have No Bananaburgers -- 10 Revolting Marketing: Gross is Good! -- Conclusion: Trapping the Substance -- 11 Rejuvenating Marketing: The Big Tease -- Rewriting Marketing: Pedagogic Appendix -- Reciting Marketing: Notes and References -- Index.
Abstract:
`A jewel in the crown of the academic marketing establishment' - Marketing Intelligence and Planning 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 retromarketing practitioners are looking to the past for inspiration, so students, academics and consultants should seek to do likewise.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
Click to View