Strategic demarketing

Juanjuan Zhang and Jeanine Miklós-Thal

This paper shows that a seller can benefit from strategically “demarketing” its product, meaning visibly suppressing marketing efforts to reduce demand. Demarketing lowers expected sales ex ante but improves product quality image ex post, as the market attributes good sales to superior quality and lackluster sales to insufficient marketing. We derive conditions for demarketing to be a relevant business strategy

MoreLess

Year of publication:	2011 ; Rev.
Authors:	Zhang, Juanjuan ; Miklós-Thal, Jeanine
Publisher:	Cambridge, Mass. : MIT Sloan School of Management
Subject:	Marketingmanagement \| Marketing management \| Wettbewerbsstrategie \| Competitive strategy \| Strategisches Management \| Strategic management

freely available

Full text |

More access options

doi.org

Check Google Scholar

In German libraries (KVK)

I need help

Extent:	Online-Ressource (41, 10 S., 601,52 KB)
Series:	Sloan working papers. - Cambridge, Mass. : [Verlag nicht ermittelbar], ZDB-ID 2446924-5. - Vol. 4814-10 MIT Sloan Research Paper ; No. 4814-10
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Arbeitspapier ; Working Paper ; Graue Literatur ; Non-commercial literature
Language:	English
Notes:	Systemvoraussetzungen: Acrobat Reader
Other identifiers:	10.2139/ssrn.1611368 [DOI]
Classification:	D8 - Information and Uncertainty ; L15 - Information and Product Quality; Standardization and Compatibility ; M3 - Marketing and Advertising
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10009580304