03223oam 2200673I 450 991097514930332120251116193214.00-415-81648-30-203-59120-81-135-07041-51-135-07042-310.4324/9780203591208 (CKB)2550000001139066(EBL)1498729(OCoLC)862049438(SSID)ssj0001036912(PQKBManifestationID)12372376(PQKBTitleCode)TC0001036912(PQKBWorkID)11042229(PQKB)11588942(OCoLC)864395195(MiAaPQ)EBC1498729(Au-PeEL)EBL1498729(CaPaEBR)ebr10785406(CaONFJC)MIL538736(OCoLC)862076988(FINmELB)ELB132324(EXLCZ)99255000000113906620180706d2014 uy 0engur|n|---|||||txtccrDemarketing /edited by Nigel Bradley and Jim Blythe1st ed.Abingdon, Oxon :Routledge,2014.1 online resource (445 p.)Description based upon print version of record.0-415-81647-5 1-306-07485-1 Includes bibliographical references and index.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 Insurance10. 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<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 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 rMarketingManagementMarketingMarketingManagement.Marketing.658.8Blythe Jim330406Bradley Nigel1958-722951MiAaPQMiAaPQMiAaPQBOOK9910975149303321Demarketing4497739UNINA