التفاصيل البيبلوغرافية
| العنوان: |
Demarketing places: Rationales and strategies. |
| المؤلفون: |
Medway, Dominic, Warnaby, Gary, Dharni, Sheetal |
| المصدر: |
Journal of Marketing Management; Feb2011, Vol. 27 Issue 1-2, p124-142, 19p, 1 Diagram |
| مصطلحات موضوعية: |
DEMARKETING, TARGET marketing, MARKET segmentation, MARKETING strategy, VERTICAL marketing, MARKETING management |
| مستخلص: |
The concept of demarketing, originally introduced by Kotler and Levy (1971), can be used in the context of places to describe specific activities aimed at deflecting interest, visitors, and/or investment to a particular place. This paper presents an exploratory investigation into the use of place demarketing in the UK. Thirteen in-depth interviews were conducted with place-marketing practitioners whose work was identified as incorporating elements of place-demarketing practice and activity. Four main rationales for demarketing places were identified: sustainability of the place product; market segmentation and targeting; reducing the effect of seasonality; and crisis prevention/management. The strategies identified in the place-demarketing process include: no marketing; redirection/marketing alternative places; informational place demarketing; restricting access; and pricing mechanisms. The paper concludes by drawing together some of the issues and implications that the demarketing of places raises. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Complementary Index |
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