New PDF release: Marketing - The Retro Revolution

By Stephen Brown

ISBN-10: 0761968504

ISBN-13: 9780761968504

ISBN-10: 0761968512

ISBN-13: 9780761968511

ISBN-10: 1847876234

ISBN-13: 9781847876232

The upward push of unfashionable has led many to finish that it represents the top of selling, that it's indicative of inertia, ossification and the waning of creativity. Marketing ― The unfashionable Revolution explains why the other is the case, demonstrating that retro-orientation is a harbinger of switch and a revolution in advertising and marketing thinking.

In his attractive and vigorous variety, Stephen Brown indicates that the results of state-of-the-art unfashionable revolution are even more profound than the prevailing literature indicates. He argues that simply as retro-marketing practitioners want to the earlier for proposal, so too scholars, specialists and lecturers may still search to do likewise.

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Sample text

This does not mean, of course, that Theodore Levitt is some kind of intellectual one-hit wonder. 11 At the same time, however, it is true to say that the sheer brilliance of `Marketing Myopia' tends to overshadow the remainder of Levitt's literary oeuvre. Just as western philosophy is often described as a series of footnotes to Plato, so too modern marketing is a series of errata slips inserted into Ted's bravura contribution. It is salutary to think that it has probably been read, inwardly digested and acted upon by more practitioners, academicians and students alike than any other article in the history of our ®eld.

4 24 The defective vision of Theodore Levitt Although Levitt produced many other arresting pipe-openers and textual throat-clearers in the course of his glittering career ± `Greed is boring', `Never leave well enough alone' and `There is no such thing as a commodity' spring immediately to mind ± none quite attain the sublimity of `Every major industry'. It is succinct (eight words, many monosyllabic). It is bold (a statement of ostensible fact). It is aphoristic (easily remembered, eminently quotable).

Like Nietzsche, that most literary of philosophers, Levitt grabs his readers by the metaphorical lapels, shakes them vigorously and dares them not to read the rest of `Marketing Myopia'. 6 It was recognized as an instant classic at the time of publication (lead article in a leading journal, given the special this-is-sure-to-provecontroversial-read-it-at-your-peril editorial treatment,7 winner of the prestigious McKinsey Award for the best paper in Harvard Business Review that year) and subsequent decades have only served to increase its standing.

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Marketing - The Retro Revolution by Stephen Brown


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