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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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