{"title":"Strategic Demarketing","authors":"Jeanine Miklós-Thal, Juanjuan Zhang","doi":"10.2139/ssrn.1611368","DOIUrl":"https://doi.org/10.2139/ssrn.1611368","url":null,"abstract":"This paper shows that a seller can benefit from strategically “demarketing” its product, meaning visibly suppressing marketing efforts to reduce demand. Demarketing lowers expected sales ex ante but improves product quality image ex post, as the market attributes good sales to superior quality and lackluster sales to insufficient marketing. We derive conditions for demarketing to be a relevant business strategy.","PeriodicalId":295980,"journal":{"name":"MKTG: Marketing Strategy (Topic)","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127396681","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}