Skip to main content

Sell Me the Old, Old Story: Retromarketing Management and the Art of Brand Revival

Buy Article:

$24.32 plus tax (Refund Policy)


Retromarketing is all around. From the rereleased Volkswagen camper van to the recent relaunch of Charlie cologne, retro is one of the most pervasive marketing trends of our time. This article examines and empirically investigates the rapid rise of retromarketing. It explains the demographic, socio-economic, cultural, and organisational factors that have precipitated the latter-day retro outbreak. It reveals the paradoxical character of retro's remarkable consumer appeal. It contends that retro involves searching for authenticity in an inauthentic world and presents a list of factors that managers bent on brand revival need to take into account.


Document Type: Research Article


Publication date: June 1, 2003

More about this publication?

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Partial Open Access Content
Partial Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more