Demarketing
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ISBN-13:
9780415816472
Veröffentl:
2013
Erscheinungsdatum:
23.10.2013
Seiten:
238
Autor:
Nigel Bradley
Gewicht:
513 g
Format:
234x156x14 mm
Sprache:
Englisch
Beschreibung:
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.
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
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