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Marketing - The Retro Revolution. マーケティング－レトロ革命
・ISBN 978-0-7619-6850-4 cloth GB£ 219.00
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・ISBN 978-0-7619-6851-1 paper GB£ 67.99
￥21,539.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-4462-2028-3
| 著者・編者 | Brown, Stephen, |
|---|---|
| 出版社 | (Sage, UK) |
| 出版年月 | 2001 |
| ページ数 | 272 pp. |
| 言語 | ENG |
| ニュース番号 | ＜473-557＞ |
解説
`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.