Marketing: the retro revolution
Brown, Stephen
creator
text
London
Sage Publications Inc.
2001
monographic
eng
262p.
This volume explores the current trend in marketing to draw on its past, whether with 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. Stephen Brown explains why the opposite is the case.
ILM Module D3.6
Marketing
658.8
0761968504
211102
u2085