About the book
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?
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 risk. De-marketing can yield effective solutions to these issues, effectively curtailing demand yet (crucially) not destroying it. Nevertheless, the fundamental negativity of de-marketing strategies often causes organisations to hide them from view and, as a result, they are rarely studied.
This then is the first book to cast light on the secretive, counterintuitive world of de-marketing, deconstructing its mysteries and demonstrating how to incorporate them into a profit-driven marketing plan. A selection of thought leaders in strategic marketing mix theory with illustrative global cases, providing insight into how these strategies have been employed in practice and measuring their successes and failures. It’s a must-read for any student or researcher that wants to think differently about marketing.
Editions of Demarketing
- EBook
- ISBN 9781135070410
- PDF
- ISBN 9781135070427
Read an Excerpt
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?
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 risk. De-marketing can yield effective solutions to these issues, effectively curtailing demand yet (crucially) not destroying it. Nevertheless, the fundamental negativity of de-marketing strategies often causes organisations to hide them from view and, as a result, they are rarely studied.
This then is the first book to cast light on the secretive, counterintuitive world of de-marketing, deconstructing its mysteries and demonstrating how to incorporate them into a profit-driven marketing plan. A selection of thought leaders in strategic marketing mix theory with illustrative global cases, providing insight into how these strategies have been employed in practice and measuring their successes and failures. It’s a must-read for any student or researcher that wants to think differently about marketing.
Frequently Asked Questions
What is Demarketing about?
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?
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 risk. De-marketing can yield effective solutions to these issues, effectively curtailing demand yet (crucially) not destroying it. Nevertheless, the fundamental negativity of de-marketing strategies often causes organisations to hide them from view and, as a result, they are rarely studied.
This then is the first book to cast light on the secretive, counterintuitive world of de-marketing, deconstructing its mysteries and demonstrating how to incorporate them into a profit-driven marketing plan. A selection of thought leaders in strategic marketing mix theory with illustrative global cases, providing insight into how these strategies have been employed in practice and measuring their successes and failures. It’s a must-read for any student or researcher that wants to think differently about marketing.
What core themes, tropes, or subjects are explored in Demarketing?
Economics, Finance, Business and Management > Business and Management > Sales and marketing
Where can I read a sample of Demarketing?
You can read an official preview of the few pages here https://www.book2look.com/book/9781135070410
Who is/are the Author/s of the book Demarketing?
Jim Blythe, Nigel Bradley
What are the ISBN numbers for the physical and digital editions?
Demarketing is available as ebook(ISBN 9781135070410) and pdf(ISBN 9781135070427)