Book review

Robert L. Williams and Helena A. Williams, Vintage Marketing Differentiation: The Origins of Marketing and Branding Strategies. New York, NY, Palgrave MacMillan, 2017, 256 pp, ISBN: 978-1-137-39431-6.Vintage Marketing Differentiation by Robert and Helena Williams is a historical analysis of the origins of the Marketing and Branding strategies used by organizations throughout the world. The book examines the origins of marketing and branding strategies that were used for over 100 years. Many of the Marketing and Branding strategies used today are actually variations of past strategies. The book examines and traces 16 Vintage Differentiation strategies back to their original business source. The purpose of the books is to show the cyclical nature of innovation grounded in evolutionary modeling in which managers become aware of changes in their environment and adapt accordingly.