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Home→The Westburn Dictionary of Marketing→D→demarketing

demarketing

Definition:
A term coined by Philip Kotler and Sidney J. Levy ('Demarketing, Yes Demarketing', Harvard Business Review, Nov-Dec 1971) to describe means of reducing overfull demand. 'Demarketing deals with attempts to discourage customers in general or a certain class of customers in particular on either a temporary or permanent basis.' In other words demarketing seeks to modify demand through differential pricing or the reduction of promotion, quality, service etc.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].