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Marketing - The Retro Revolution
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Table of Contents

Remembering Marketing The Future is History PART ONE: PUTTING THE `CON' INTO CONCEPT Reviewing Marketing The Defective Vision of Theodore Levitt Redeeming Marketing The Spiritual Side of Trade Reconfiguring Marketing The Greatest Sham on Earth PART TWO: DOWNSIZING STRATEGY Repositioning Marketing Ballyhoo's Who Representing Marketing The Secret of the Black Magic Box Replanning Marketing If Ever a Whiz of a Swiz There Was PART THREE: FIXING THE MIX Replacing Marketing Reading Retroscapes Rebracing Marketing Yes, We have no Bananaburgers Revolting Marketing Gross is Good Conclusion Trapping the Substance Rejuvenating Marketing The Big Tease

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Praise for the author: 'the finest writer in our field today' - Journal of 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

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