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Knick-knack Paddy-whack, Give a Pub a Theme

2000; Taylor & Francis; Volume: 16; Issue: 6 Linguagem: Inglês

10.1362/026725700785045903

1472-1376

Stephen Brown, Anthony Patterson,

Moravian Church and William Blake

Few cities in the UK lack an 'authentic' Irish bar, be it O'Neill's, Scruffy Murphy's or Shifty O'Shea's. Theme pubs, like theme parks, theme hotels and theme restaurants, are very big business. Yet the marketing academy seems somewhat reluctant to investigate such establishments, professionally at least. This essay examines the theme pub phenomenon and offers some reflexive reflections on the recent, rapid rise of themed environments. It concludes with some lessons for marketing scholars, contending that excess is the essence of our field. As William Blake observed, the road of excess may lead to the palace of wisdom.