Resolving the jeopardies of consumer demand: Revisiting demarketing concepts
Demarketing is a way for managers to cope with excess and/or undesirable demand for their products or services. In this article, we revisit the original framework and modify the classification scheme of demarketing concepts introduced by Kotler and Levy to reflect more contemporary issues. Previousl...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier Ltd
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |