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Record Nr. |
UNINA9910823679803321 |
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Autore |
Brown Stephen <1955 March 23-> |
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Titolo |
Marketing : the retro revolution / / Stephen Brown |
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Pubbl/distr/stampa |
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ISBN |
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0-7619-6850-4 |
1-4462-3230-1 |
1-281-25102-X |
9786611251024 |
1-84787-623-4 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (x, 262 p.) : ill |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover; Contents; Recuperating Marketing: On Commencing a Course of Retro Shock Treatment; 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 MIX8 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 |
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Sommario/riassunto |
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This text explores the current trend in marketing to draw on its past, whether with retro-products like the neo-Beetle retro-scapes, such as Niketown, or retro-advertising campaigns which make the most of the advertiser's heritage. |
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