Marketing : the retro revolution / / Stephen Brown

• Autore: Brown Stephen <1955 March 23->
• Pubblicazione: London, : SAGE, c2001
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (x, 262 p.) : ill
• Disciplina: 658.8
• Soggetto topico: Marketing
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: 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
• Sommario/riassunto: 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.
• Titolo autorizzato: Marketing
• ISBN: 0-7619-6850-4; 1-4462-3230-1; 1-281-25102-X; 9786611251024; 1-84787-623-4
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910823679803321
• Lo trovi qui: Univ. Federico II