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The retromarketing revolution: l'imagination au pouvoir
Author(s) -
Brown Stephen
Publication year - 2001
Publication title -
international journal of management reviews
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.475
H-Index - 107
eISSN - 1468-2370
pISSN - 1460-8545
DOI - 10.1111/1468-2370.00070
Subject(s) - field (mathematics) , sociology , focus (optics) , aesthetics , production (economics) , philosophy , economics , physics , mathematics , pure mathematics , optics , macroeconomics
Marketing is in the throes of a retromarketing revolution. This review examines the nature and implications of marketing's post‐nostalgic leanings. It draws upon the work of leading cultural theorists Walter Benjamin and Fredric Jameson to contend that retro is an invitation to reconceptualize the field. The future of the marketing concept involves abandoning customer focus and reverting to re‐production orientation.