Just prior to the recent millennial transition, The Observer polled a cross-section of British celebrities about their perceptions of paradise. Most of these were suitably vague - perpetual joy, renewed relationships, blissful state of mind etc. - but the anarchic comedian Mark Thomas archly described Heaven as "smelling of bananas". Off-hand possibly, flippant undoubtedly, yet Thomas's remark is strikingly apt, since bananas are the original "forbidden fruit" of the Garden of Eden. Apples are mere interlopers, latter-day arrivistes that have prospered thanks to the spin-doctoring tactics of the wily Serpent. This paper, therefore, aims to set the record straight by telling a tall banana tale and explaining how bananamarketing is the future of our field.
Marketing Intelligence & Planning – Emerald Publishing
Published: Dec 1, 2000
Keywords: Marketing theory; Post‐modernism
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