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Demarketing
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Dieses Buch erlutert die riskante und subtile Strategie des Demarketings. Dabei wird Nachfrage nicht stimuliert, sondern durch verschiedene Manahmen gezielt reduziert oder umgelenkt. Die Beweggrnde dafr sind unterschiedlich: Sowohl Nachhaltigkeit, soziale Verantwortung, Vertriebssteuerung und Image, als auch Effizienz, Umpositionierung oder schlichtweg Regulierungsvermeidung knnen Auslser und Hintergrund sein. Der Autor zeigt strukturiert die verschiedenen Demarketingtypen auf und erlutert die Herangehensweisen und Konsumentenwahrnehmungen aus realen Kampagnen, wie beispielsweise der Marken Patagonia, Bio Company, Levis, Heineken, Gustavo Gusto oder KLM. Das erste grundlegende Werk zu Demarketing in deutscher Sprache theoretisch fundiert und voller praxisrelevanter Hintergrnde.
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