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De-Marketing.

Author: Nigel Bradley; Jim Blythe
Publisher: Hoboken : Taylor and Francis, 2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Bradley, Nigel.
De-Marketing.
Hoboken : Taylor and Francis, ©2013
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Nigel Bradley; Jim Blythe
ISBN: 9781135070427 1135070423
OCLC Number: 862049438
Description: 1 online resource (445 pages)
Contents: 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.

Abstract:

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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"Editors Bradley and Blythe (UK academicians) do an excellent job identifying situations that call for a "demarketing" strategy. Using well-chosen case studies, the authors show how demarketing can Read more...

 
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