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 ...
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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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Add this copy of Demarketing to cart. $60.11, new condition, Sold by Ingram Customer Returns Center rated 5.0 out of 5 stars, ships from NV, USA, published 2013 by Routledge.
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New. Print on demand Contains: Illustrations, black & white, Halftones, black & white, Line drawings, black & white, Tables, black & white. Includes: line drawings, black & white, tables, black & white, illustrations, black & white, halftones, black & white. Intended for college/higher education audience.
Add this copy of Demarketing to cart. $61.18, very good condition, Sold by Reuseabook rated 4.0 out of 5 stars, ships from Gloucester, GLOS, UNITED KINGDOM, published 2013 by Routledge.
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Dispatched, from the UK, within 48 hours of ordering. Though second-hand, the book is still in very good shape. Minimal signs of usage may include very minor creasing on the cover or on the spine.
Add this copy of Demarketing to cart. $79.50, new condition, Sold by Booksplease rated 4.0 out of 5 stars, ships from Southport, MERSEYSIDE, UNITED KINGDOM, published 2013 by Routledge.
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New. Contains: Illustrations, black & white, Halftones, black & white, Line drawings, black & white, Tables, black & white. Includes: tables, black & white, illustrations, black & white, halftones, black & white, line drawings, black & white. Intended for college/higher education audience.
Add this copy of Demarketing to cart. $83.65, new condition, Sold by Ria Christie Books rated 4.0 out of 5 stars, ships from Uxbridge, MIDDLESEX, UNITED KINGDOM, published 2013 by Routledge.
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New. Contains: Illustrations, black & white, Halftones, black & white, Line drawings, black & white, Tables, black & white. Includes: line drawings, black & white, halftones, black & white, illustrations, black & white, tables, black & white. Intended for college/higher education audience.
Add this copy of Demarketing to cart. $98.99, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Santa Clarita, CA, UNITED STATES, published 2013 by Routledge.
Add this copy of Demarketing to cart. $169.09, new condition, Sold by Ingram Customer Returns Center rated 5.0 out of 5 stars, ships from NV, USA, published 2013 by Routledge.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
New. Print on demand Contains: Illustrations, black & white, Halftones, black & white, Line drawings, black & white, Tables, black & white. Includes: halftones, black & white, illustrations, black & white, tables, black & white, line drawings, black & white. Intended for college/higher education audience.
