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Demarketing strategy in shortage marketing environment

Demarketing strategy in shortage marketing environment Abstract Although demarketing is widely offered as a potentially effective strategic response to the environment of economic shortages, empirical assessment of its application in either domestic or global markets is lacking. This paper explores the relationship between the incidence of economic shortages and demarketing activity performance in six African countries. The study results suggest the existence of several forms of shortage marketing environments which reflect different approaches to demarketing. The paper concludes with observations on methods firms employ to adapt their marketing programs in an environment of scarcity within seller-dominated economies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Demarketing strategy in shortage marketing environment

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References (31)

Publisher
Springer Journals
Copyright
1989 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02723374
Publisher site
See Article on Publisher Site

Abstract

Abstract Although demarketing is widely offered as a potentially effective strategic response to the environment of economic shortages, empirical assessment of its application in either domestic or global markets is lacking. This paper explores the relationship between the incidence of economic shortages and demarketing activity performance in six African countries. The study results suggest the existence of several forms of shortage marketing environments which reflect different approaches to demarketing. The paper concludes with observations on methods firms employ to adapt their marketing programs in an environment of scarcity within seller-dominated economies.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Mar 1, 1989

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