(De)marketing to Manage Consumer Quality Inferences
Savvy consumers attribute a product's market performance to its intrinsic quality as well as the seller's marketing push. The authors study how sellers should optimize their marketing decisions in response. They find that a seller can benefit from "demarketing" its product, meani...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
American Marketing Association,
2014-06-30T18:07:04Z.
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| Subjects: | |
| Online Access: | Get fulltext |