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| Tekijä: | Brown, S. |
| Otsikko: | Tradition on Tap: The Mysterious Case of Caffrey's Irish Ale |
| Lehti: | Marketing Review
2000 : VOL. 1:2, p. 137-164 |
| Asiasana: | CASE STUDIES MARKETING CUSTOMERS |
| Kieli: | eng |
| Tiivistelmä: | Marketing has long been characterised by a new-and- improved, washes whiter, onward-and-upward mindset. Recent years, however, have witnessed a retromarketing revolution, the resurrection, revival and relaunch of old, or old-style, goods and services. This renaissance, needless to say, has stimulated considerable discussion of the so-called 'nostalgia boom'. But, as most retro products combine old-fashioned looks with state-of-the- art performance, there is more to retromarketing than 'pining for things past'. Nostalgia too needs to be reconceptualised for a postmodern era and this paper shows how Fredric Jameson's notion of neo-nostalgia can be empirically adapted to an award-winning advertisement for a highly successful retro product, Caffrey's Irish Ale. |
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