In this chapter, the investigation into demarketing concentrates on selective demarketing. Selective demarketing has been described as company action to reduce demand from certain classes of consumer. In spite of the strategic importance to firms of selective demarketing, the subject has attracted scant research and any research is fragmented. In this chapter, the various streams of literature that relate to selective demarketing are reviewed within the contexts of business-to-consumer, business-to-business, profit and not-for-profit. The purpose of this chapter is to develop a strategic framework for selective demarketing, drawing on service and service dominant (SD) logic research. Instead of focusing on its themes of co-creation and value-in-use, the framework integrates the idea of value destruction as the fulcrum of selective demarketing.