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De-marketing /
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 t...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2014.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
| LEADER | 00000cam a2200000Mi 4500 | ||
|---|---|---|---|
| 001 | EBOOKCENTRAL_ocn862049438 | ||
| 003 | OCoLC | ||
| 005 | 20240329122006.0 | ||
| 006 | m o d | ||
| 007 | cr |n||||||||| | ||
| 008 | 131102t20142014enk ob 001 0 eng d | ||
| 040 | |a EBLCP |b eng |e rda |e pn |c EBLCP |d OCLCQ |d DEBSZ |d OCLCQ |d UEJ |d OCLCO |d OCLCF |d OCLCQ |d OCLCO |d OSU |d OCLCQ |d OCLCO |d OCLCL | ||
| 020 | |a 9781135070427 |q (electronic bk.) | ||
| 020 | |a 1135070423 |q (electronic bk.) | ||
| 020 | |z 9780415816472 |q (Cloth) | ||
| 020 | |z 0415816475 |q (Cloth) | ||
| 020 | |z 9780415816489 |q (paperback) | ||
| 020 | |z 0415816483 |q (paperback) | ||
| 029 | 1 | |a DEBSZ |b 456543856 | |
| 029 | 1 | |a GBVCP |b 772561192 | |
| 029 | 1 | |a AU@ |b 000055928137 | |
| 035 | |a (OCoLC)862049438 | ||
| 050 | 4 | |a HF5415.13 |b D3697 2014eb | |
| 082 | 0 | 4 | |a 658.8 |
| 049 | |a UAMI | ||
| 245 | 0 | 0 | |a De-marketing / |c edited by Nigel Bradley and Jim Blythe. |
| 264 | 1 | |a Hoboken : |b Taylor and Francis, |c 2014. | |
| 264 | 4 | |c ©2014 | |
| 300 | |a 1 online resource (445 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a 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. | |
| 505 | 8 | |a 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. | |
| 520 | |a 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 r. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Marketing |x Management. | |
| 650 | 0 | |a Marketing. | |
| 650 | 2 | |a Marketing | |
| 650 | 6 | |a Marketing |x Gestion. | |
| 650 | 6 | |a Marketing. | |
| 650 | 7 | |a marketing. |2 aat | |
| 650 | 7 | |a Marketing |2 fast | |
| 650 | 7 | |a Marketing |x Management |2 fast | |
| 700 | 1 | |a Bradley, Nigel, |e editor. | |
| 700 | 1 | |a Blythe, Jim, |e editor. | |
| 758 | |i has work: |a Demarketing (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFTBTfQvqXCvtK3fhpbB8y |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Bradley, Nigel. |t De-Marketing. |d Hoboken : Taylor and Francis, ©2013 |z 9780415816472 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1498729 |z Texto completo |
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL1498729 | ||
| 994 | |a 92 |b IZTAP | ||