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...

This is a summary of the author's European mention PhD Thesis, supervised by Senior Lecturer Dolores María Frías Jamilena, and defended on May 28th, 2010 at the Department of Marketing and Market research of the University of Granada (Spain). In this doctoral thesis it is proposed that...