Demarketing

Herausgeber: Bradley, Nigel; Blythe, Jim

• Broschiertes Buch

Produktbeschreibung

This is the first book to cast light on the secretive, counterintuitive world of de-marketing: a process whereby a company actively, for whatever reasons, tries to decrease demand of its product. Via insightful case studies from a selection of thought leaders, this book deconstructs de-marketings mysteries and demonstrates how to incorporate them into a profit-driven marketing plan.

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 240
• Erscheinungstermin: 21. Oktober 2013
• Englisch
• Abmessung: 231mm x 155mm x 20mm
• Gewicht: 370g
• ISBN-13: 9780415816489
• ISBN-10: 0415816483
• Artikelnr.: 38031184

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