Demarketing / / edited by Nigel Bradley and Jim Blythe
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| Titolo: |
Demarketing / / edited by Nigel Bradley and Jim Blythe
|
| Pubblicazione: | Abingdon, Oxon : , : Routledge, , 2014 |
| Edizione: | 1st ed. |
| Descrizione fisica: | 1 online resource (445 p.) |
| Disciplina: | 658.8 |
| Soggetto topico: | Marketing - Management |
| Marketing | |
| Altri autori: |
BlytheJim
BradleyNigel <1958->
|
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | 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 | |
| Sommario/riassunto: | <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 r |
| Titolo autorizzato: | Demarketing |
| ISBN: | 0-415-81648-3 |
| 0-203-59120-8 | |
| 1-135-07041-5 | |
| 1-135-07042-3 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910975149303321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |