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Record Nr. |
UNINA9910975149303321 |
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Titolo |
Demarketing / / edited by Nigel Bradley and Jim Blythe |
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Pubbl/distr/stampa |
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Abingdon, Oxon : , : Routledge, , 2014 |
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ISBN |
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0-415-81648-3 |
0-203-59120-8 |
1-135-07041-5 |
1-135-07042-3 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (445 p.) |
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Altri autori (Persone) |
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BlytheJim |
BradleyNigel <1958-> |
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Disciplina |
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Soggetti |
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Marketing - Management |
Marketing |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; List of tables and figures; Acknowledgments; Contributors; 1. Demarketing: an overview of the antecedents and current status of the discipline; 2. Synchromarketing; 3. Synchromarketing: demarketing places; 4. Countermarketing in a wicked problem context - the case of cocaine; 5. Counter-marketing case studies; 6. General demarketing; 7. General demarketing case study; 8. Selective demarketing: a value destruction approach; 9. Selective demarketing: case study - Frizzell Insurance |
10. Ostensible demarketing: the power of prohibition11. Ostensible demarketing case study; 12. Unintentional demarketing; 13. "Unintentional demarketing" in higher education; 14. Demarketing and marketing: a conceptual discussion; Index |
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Sommario/riassunto |
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<P>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?</P><P>There are many good reasons to do so: a firm cannot supply large enough quantities, or |
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