Demarketing (eBook, PDF)

Redaktion: Bradley, Nigel; Blythe, Jim

• Format: PDF

Produktbeschreibung

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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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 240
• Erscheinungstermin: 23. Oktober 2013
• Englisch
• ISBN-13: 9781135070427
• Artikelnr.: 39933864

Autorenporträt

Nigel Bradley was Senior Lecturer in Marketing at the University of Westminster, UK Jim Blythe is Professor of Marketing at Westminster University and Visiting Professor at Plymouth Business School, UK

Inhaltsangabe

1. De-Marketing: An overview of the antecedents and current status of the
discipline 2. Synchromarketing 3. Synchromarketing: Demarketing Places 4.
Demarketing in a Wicked Problem Context - The Case of Cocaine 5.
Counter-Marketing Case Studies 6. General Demarketing 7. General
Demarketing Case Study: TRAT 8. Selective Demarketing: A Value Destructive
Approach 9. Selective Demarketing: Frizzell Insurance 10. Ostensible
Demarketing: the Power of Prohibition 11. Case Study: Ostensible
Demarketing: British Airways Tells Britons "Don't Fly" 12. Unintentional
Demarketing 13. Unintentional Demarketing in Higher Education 14.
Demarketing and Marketing: A Conceptual Discussion