Retro from the get-go: reactionary reflections on marketing's yestermania Available to Purchase

– The purpose of this study is to raise the issue of contemporary retromania with marketing historians.

– This is a reflective essay combining personal experiences with empirical exemplars.

– 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.

– As yestermania is unlikely to evaporate anytime soon, it provides rich, socially and managerially relevant pickings for marketing historians.

– Aside from the scurrilous suggestion that historians should get out of the dusty archives, it argues that originality is overrated.