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 risk. De-marketing can yield effective solutions to these issues, effectively curtailing demand yet (crucially) not destroying it. Nevertheless, the fundamental negativity of de-marketing strategies often causes organisations to hide them from view and, as a result, they are rarely studied.

This then is the first book to cast light on the secretive, counterintuitive world of de-marketing, deconstructing its mysteries and demonstrating how to incorporate them into a profit-driven marketing plan. A selection of thought leaders in strategic marketing mix theory with illustrative global cases, providing insight into how these strategies have been employed in practice and measuring their successes and failures. It's a must-read for any student or researcher that wants to think differently about marketing.

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Yes, you can access Demarketing by Nigel Bradley, Jim Blythe, Nigel Bradley, Jim Blythe in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher

Routledge

Year

2013

ISBN

9781135070410

Edition

Topic

Business

Subtopic

Business General

Index

Business

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 prohibition
11. Ostensible demarketing case study
12. Unintentional demarketing
13. “Unintentional demarketing” in higher education
14. Demarketing and marketing: a conceptual discussion
Index