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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


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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