DEMARKETING

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Title: DEMARKETING

Essay Details:

Subject: Business

Author: Pablo C

Date: February 8, 2016

Level: College

Grade: A

Length: 1 / 193

Essay text:

Demarketing is a little known concept which aims at dissuading customers from consuming or buying some things either because it is harmful or simply because the demand is more than the supply. The underlying rationale for this new term was that marketing, up until the 1970s, dealt with an ever-expanding market for which there was an unlimited supply of products (it was a period characterized as a buyer’s market). In a complete reversal of this paradigm, Kotler and Levy note that there are periods in the marketplace of product shortages or scarcity (a shrinking market or one in which the sellers of product dominate) to which marketers (and managers) must respond (Kotler & Levy, 1971)...

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