De-Marketing

We all understand the basic principles underpinning marketing activity: to identify unfulfilled needs and desires and boost demand for the solutions a product is offering. The mantra is always ""sell more"". De-marketing tries for the very opposite. Why would a company actively try to decrease demand?There are many good reasons to do so: a firm cannot supply large enough quantities, or wants to limit supply to a region of narrow profit margin. Or, crucially, to discourage undesirable customers: those that could be bad for brand reputation, or in the case of the finance sector, high r

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Year of publication:	2013
Authors:	Bradley, Nigel
Other Persons:	Blythe, Jim (contributor)
Publisher:	Hoboken : Taylor and Francis
Subject:	Verhaltensökonomik \| Behavioral economics \| Kanada \| Canada \| Panel \| Panel study \| Theorie \| Theory

Extent:	Online-Ressource (445 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record Cover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; List of tables and figures; Acknowledgments; Contributors; 1. Demarketing: an overview of the antecedents and current status of the discipline; 2. Synchromarketing; 3. Synchromarketing: demarketing places; 4. Countermarketing in a wicked problem context - the case of cocaine; 5. Counter-marketing case studies; 6. General demarketing; 7. General demarketing case study; 8. Selective demarketing: a value destruction approach; 9. Selective demarketing: case study - Frizzell Insurance 10. Ostensible demarketing: the power of prohibition11. Ostensible demarketing case study; 12. Unintentional demarketing; 13. "Unintentional demarketing" in higher education; 14. Demarketing and marketing: a conceptual discussion; Index
ISBN:	978-0-415-81647-2 ; 978-1-135-07042-7 ; 978-0-415-81647-2
Source:	ECONIS - Online Catalogue of the ZBW

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