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 too students, consultants and academics should seek to do likewise.

Remembering Marketing: The Future is History

Remembering Marketing: The Future is History

Remembering marketing: The future is history

If, as has often been suggested, blue is this season's black and comedy the new rock ‘n’ roll, then the past is this season's present and old the new ‘new’. For marketers, at least. As the merest glance across today's marketing landscape reveals, retro is de rigueur, the venerable is venerated, up-to-date is out-of-date and démodé's the dernier cri. The new Jaguar S-Type, for example, looks remarkably like the immortal Mark II, beloved by 1960s police officers and getaway drivers alike, and the accompanying retro advertising campaign is equally evocative.1 The television commercial boasts a bygone backing track – 1960s torch singer Shirley Bassey's ‘just a little bit of history repeating’ – while the ...

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