Walk down any main street in Shanghai, Paris or New York and you will see evidence of the counterfeit goods trade. Everyone has seen or heard of fake Prada bags or Omega watches. But how large is the counterfeit market? It appears that the same numbers have been quoted repeatedly in sources...

This volume introduces and examines the key issues, methods models and debates that define the field of marketing today. Each of the over 40 entries is made up of a definition, summary broader discussion, examples and illustrations and key literature and further reading

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...