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By: Philip Kotler & Sidney J. Levy

In: Brands, Consumers, Symbols, & Research

Chapter 7: Demarketing, Yes, Demarketing

DOI: http://dx.doi.org/10.4135/9781452231372.n7

Subject: Family & Consumer Sciences, Consumer Culture, Brand Management & Strategy

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Kotler, P. & Levy, S. (1999). Demarketing, yes, demarketing. In S. J. Levy & D. W. Rook Brands, consumers, symbols, & research (pp. 75-83). Thousand Oaks, CA: SAGE Publications, Inc. doi: 10.4135/9781452231372.n7

Kotler, Philip and Sidney J. Levy. "Demarketing, Yes, Demarketing." In Brands, Consumers, Symbols, & Research, 75-83. Thousand Oaks, CA: SAGE Publications, Inc., 1999. doi: 10.4135/9781452231372.n7.

Kotler, P & Levy, S 1999, 'Demarketing, yes, demarketing', in Brands, consumers, symbols, & research, SAGE Publications, Inc., Thousand Oaks, CA, pp. 75-83, viewed 22 April 2019, doi: 10.4135/9781452231372.n7.

Kotler, Philip and Sidney J. Levy. "Demarketing, Yes, Demarketing." Brands, Consumers, Symbols, & Research. Sidney J. Levy and Dennis W. Rook. Thousand Oaks: SAGE Publications, Inc., 1999. 75-83. SAGE Knowledge. Web. 22 Apr. 2019, doi: 10.4135/9781452231372.n7.

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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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