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.

Reviewing Marketing: The Defective Vision of Theodore Levitt

Reviewing Marketing: The Defective Vision of Theodore Levitt

Reviewing marketing: The defective vision of Theodore Levitt

It is a truth universally acknowledged that ‘It is a truth universally acknowledged’ is the most compelling opening line in English Literature. Some bookworms, admittedly, might plump for ‘It was the best of times, it was the worst of times’ and others doubtless set great store by ‘Call me Ishmael’, ‘A spectre is stalking Europe’ or ‘It was a bright cold day in April and the clocks were striking thirteen’.1 But few would deny that Jane Austen's opening salvo in Pride and Prejudice is extremely hard to beat. So much so, that the unspeakable people who pontificate on matters of literary style invariably introduce their self-important thoughts with a contrived ...

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