Articles liés à Demarketing

Demarketing - Couverture rigide

 
9780415816472: Demarketing
Couverture rigide
ISBN 10 : 0415816475 ISBN 13 : 9780415816472
Editeur : Routledge, 2013

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2013
Langue
anglais
ISBN 10 
0415816475
ISBN 13 
9780415816472
Reliure
Relié
Nombre de pages
238
Éditeur
Bradley Nigel, Blythe Jim
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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