Format:
1 online resource (240 pages)
Edition:
1st ed.
ISBN:
9780415816472
,
9781135070427
Content:
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
Note:
Cover -- Half Title -- Title Page -- Copyright Page -- 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 prohibition -- 11. Ostensible demarketing case study -- 12. Unintentional demarketing -- 13. "Unintentional demarketing" in higher education -- 14. Demarketing and marketing: a conceptual discussion -- Index
Additional Edition:
Print version Bradley, Nigel Demarketing Oxford : Taylor & Francis Group,c2013 ISBN 9780415816472
Language:
English
Keywords:
Electronic books
URL:
FULL
((OIS Credentials Required))
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