Sell Me the Old, Old Story: Retromarketing Management and the Art ...

16. See for example: Robert V. Kozinets, “The Field Behind The Screen: Using
Netnography For Marketing Research in Online Communities,” Journal of Marketing
Research, 39/1 (2002): 61-72; James H. McAlexander, John W. Schouten, and Harold F.
Koening, “Building Brand Community,” Journal of Marketing, 66/1 (2002): 38-54;
Albert Muniz and Thomas C. O’Guinn, “Brand Community,” Journal of Consumer
Research, 27 (March, 2001): 412-432.
17. Brown, Kozinets, and Sherry, op cit.
18. David Lewis, The Soul of the New Consumer. Authenticity: What We Buy and Why in
the New Economy (London: Nicholas Brealey, 2000); Douglas B. Holt, “Poststructuralist
Lifestyle Analysis: Conceptualizing the Social Patterning of Consumption in
Postmodernity,” Journal of Consumer Research, 23 (March, 1997): 326-350; Douglas B.
Holt, “Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and
Branding,” Journal of Consumer Research, 29/1 (2002): 70-90; Craig J. Thompson and
Diana L. Haytko, “Speaking of Fashion: Consumers’ Uses of Fashion Discourses and the
Appropriation of Countervailing Cultural Meanings,” Journal of Consumer Research, 24
(June, 1997): 15-42; Robert V. Kozinets, “Can Consumers Escape the Market?
Emancipatory Illuminations from Burning Man,” Journal of Consumer Research, 29
(June, 2002), 20-38; Kent Grayson and Radan Martinec, “Hyperreality and the Semiotics
of Authenticity,” Kellogg School of Management Working Paper (September 2002).
.
19. Vanessa Juarez and Ana Figuerda, “Paging Doctor Phil,” Newsweek, September 16-
23, 2002, p. 98.
20. Our situation, in certain respects, is very similar to the famous dilemma described by
post-modern theorist Umberto Eco: How can a man make a genuine declaration of love
when the words “I love you madly” have been used repeatedly and thereby rendered
meaningless by generations of romantic fiction writers? His solution: “As Barbara
Cartland would put it, ‘I love you madly,’” which both acknowledges the cliché and
makes a declaration of love all the same.
21. Stephen Brown, Elizabeth C. Hirschman and Pauline Maclaran, “Presenting the Past:
On Marketing’s Reproduction Orientation,” in Stephen Brown and Anthony Patterson,
eds, Imagining Marketing: Art, Aesthetics and the Avant-Garde (London: Routledge,
2000), pp. 145-191.
22. Kristin Thompson, Storytelling in the New Hollywood: Understanding Classical
Narrative Technique (Cambridge, MA: Harvard University Press, 1999).
23. Daniel Harris (2000), op cit.
24. Stephen Brown (1999), op cit.
25. David Lowenthal, The Past is a Foreign Country (Cambridge: Cambridge University
Press, 1985).