TY  - JOUR
AB  - 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.
VL  - 18
IS  - 6/7
SN  - 0263-4503
DO  - 10.1108/02634500010348941
UR  - https://doi.org/10.1108/02634500010348941
AU  - Brown Stephen
PY  - 2000
Y1  - 2000/01/01
TI  - Going bananas in paradise: from McDonaldisation to Fyffefication
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 356
EP  - 367
Y2  - 2021/03/09
ER  -