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With 3,000 branding books published each...

Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on.

Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots' standing, both in an academic sense and from a managerial perspective.

Featuring case studies and empirical analyses...

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. Marketing - The Retro Revolution explains why the opposite is the case, demonstrating that retro-orientation is a harbinger of change and a revolution in marketing thinking.

In his engaging and lively style, Stephen Brown shows that the implications of today's retro revolution are much more profound than the existing literature suggests. He argues that just as retro-marketing practitioners are looking to the past for...

The buying, selling, and writing of books is a colossal industry in which marketing looms large, yet there are very few books which deal with book marketing (how-to texts excepted) and fewer still on book consumption. This innovative text not only rectifies this, but also argues that far from being detached, the book business in fact epitomises today's Entertainment Economy (fast moving, hit driven, intense competition, rapid technological change, etc.).

Written by an impressive roster of renowned marketing authorities, many with experience of the book trade and all gifted...

Despite its importance, writing is rarely discussed, much less written about, by marketing scholars. It is one of the least understood, yet most significant, academic competencies. It is a competency in need of careful study.

Writing Marketing is the first such...