Demarketing
Author:
Publisher:
Varies, see individual formats and editions
Pub. Date:
2014
Language:
English
Description
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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Contributors:
ISBN:
9780415816489
9780415816472
9781135070427
9780203591208
9780415816472
9781135070427
9780203591208
Staff View
Grouping Information
Grouped Work ID | 41db1e3b-5d99-179c-9b2a-3d7cbe114856 |
---|---|
Grouping Title | demarketing |
Grouping Author | nigel bradley |
Grouping Category | book |
Grouping Language | English (eng) |
Last Grouping Update | 2024-05-07 07:04:11AM |
Last Indexed | 2024-05-09 23:44:25PM |
Solr Fields
accelerated_reader_point_value
0
accelerated_reader_reading_level
0
auth_author2
Blythe, Jim
Bradley, Nigel, 1958-
Bradley, Nigel, 1958-
author
Bradley, Nigel
author2-role
Blythe, Jim
Bradley, Nigel,1958-
Bradley, Nigel,1958-
author_display
Bradley, Nigel
available_at_ccu
Colorado Christian University
detailed_location_ccu
CCU Circulating Books (off-campus)
display_description
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.
format_category_ccu
Books
eBook
eBook
format_ccu
Book
eBook
eBook
id
41db1e3b-5d99-179c-9b2a-3d7cbe114856
isbn
9780203591208
9780415816472
9780415816489
9781135070427
9780415816472
9780415816489
9781135070427
itype_ccu
Book
last_indexed
2024-05-10T05:44:25.553Z
lexile_score
-1
literary_form
Non Fiction
literary_form_full
Non Fiction
local_callnumber_ccu
HF 5415.13 .D3697 2014
owning_library_ccu
Colorado Christian University
owning_location_ccu
Colorado Christian University
primary_isbn
9780415816489
publishDate
2013
2014
2014
publisher
Routledge
Routledge, Taylor & Francis Group
Taylor & Francis Group
Routledge, Taylor & Francis Group
Taylor & Francis Group
recordtype
grouped_work
subject_facet
Electronic books
Marketing
Marketing -- Management
Marketing
Marketing -- Management
title_display
Demarketing
title_full
Demarketing / edited by Nigel Bradley and Jim Blythe
Demarketing Bradley, Nigel.
Demarketing Bradley, Nigel.
title_short
Demarketing
topic_facet
Management
Marketing
Marketing -- Management
Marketing
Marketing -- Management
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