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By: Philip Kotler & Sidney J. Levy

In: Brands, Consumers, Symbols, & Research

Chapter 7: Demarketing, Yes, Demarketing

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Demarketing, Yes, Demarketing
Demarketing, yes, demarketing
PhilipKotler
Sidney J.Levy

The popular conception of marketing is that it deals with the problem of furthering or expanding demand. Whether one takes the traditional view that marketing is finding customers for existing products, or the more recent view that it is developing new products for unmet consumer wants, it is seen as the technology of bringing about increases in company sales and profits. The marketer is a professional builder of sales volume who makes deft use of product, price, place, and promotion variables.

This is a narrow concept of marketing and the potential applications of marketing technology. It is a concept that arose in a period of goods oversupply. It also reflects a widespread tendency to define marketing in terms of what ...

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