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• W2028870509 abstract "Purpose – The purpose of this study is to raise the issue of contemporary retromania with marketing historians. Design/methodology/approach – This is a reflective essay combining personal experiences with empirical exemplars. Findings – It is found that retromarketing is a subject requiring scholarly scrutiny. The commodification of the past is increasingly prevalent and marketing historians are ideally placed to lead the discussion. Research limitations/implications – As yestermania is unlikely to evaporate anytime soon, it provides rich, socially and managerially relevant pickings for marketing historians. Originality/value – Aside from the scurrilous suggestion that historians should get out of the dusty archives, it argues that originality is overrated." @default.
• W2028870509 created "2016-06-24" @default.
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• W2028870509 date "2013-11-04" @default.
• W2028870509 modified "2023-09-26" @default.
• W2028870509 title "Retro from the get-go: reactionary reflections on marketing's yestermania" @default.
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• W2028870509 doi "https://doi.org/10.1108/jhrm-05-2013-0027" @default.
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