We all understand the basic principles underpinning marketing activity: to identify unfulfilled needs and desires and boost demand for the solutions a product is offering. The mantra is always "sell more". De-marketing tries for the very opposite. Why would a company actively try to decrease demand?

There are many good reasons to do so: a firm cannot supply large enough quantities, or wants to limit supply to a region of narrow profit margin. Or, crucially, to discourage undesirable customers: those that could be bad for brand reputation, or in the case of the finance sector, high risk. De-marketing can yield effective solutions to these issues, effectively curtailing demand yet (crucially) not destroying it. Nevertheless, the fundamental negativity of de-marketing strategies often causes organisations to hide them from view and, as a result, they are rarely studied.

This then is the first book to cast light on the secretive, counterintuitive world of de-marketing, deconstructing its mysteries and demonstrating how to incorporate them into a profit-driven marketing plan. A selection of thought leaders in strategic marketing mix theory with illustrative global cases, providing insight into how these strategies have been employed in practice and measuring their successes and failures. It’s a must-read for any student or researcher that wants to think differently about marketing.

chapter 1|7 pages


An Overview of the Antecedents and Current Status of the Discipline
ByNigel Bradley, Jim Blythe

chapter 2|17 pages


ByMaría Pilar Martínez-Ruiz

chapter 3|15 pages


Demarketing Places
ByGary Warnaby, Dominic Medway

chapter 4|21 pages

Countermarketing in a Wicked Problem Context – The Case of Cocaine

ByNigel Jones, Paul Baines, Steve Welsh

chapter 5|15 pages

Counter-Marketing Case Studies

ByClive Boddy

chapter 6|12 pages

General Demarketing

ByHeather Skinner

chapter 7|23 pages

General Demarketing Case Study

ByNadio Granata, David Wyles

chapter 8|18 pages

Selective Demarketing

A Value Destruction Approach
ByJillian Dawes Farquhar

chapter 9|11 pages

Selective Demarketing

Case Study – Frizzell Insurance
By(Daisy) Jing Tan

chapter 10|14 pages

Ostensible Demarketing

The Power of Prohibition
ByRobin Croft

chapter 11|15 pages

Ostensible Demarketing Case Study

BySally McKechnie

chapter 12|16 pages

Unintentional Demarketing

ByTheresa A. Kirchner

chapter 13|14 pages

“Unintentional Demarketing” In Higher Education

ByNnamdi O. Madichie

chapter 14|6 pages

Demarketing and Marketing

A Conceptual Discussion
ByJim Blythe