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| Tekijä: | Lawther, S. Hastings, G. B. Lowry, R. |
| Otsikko: | De-marketing: Putting Kotler and Levy's ideas into practice |
| Lehti: | Journal of Marketing Management
1997 : MAY, VOL. 13:4, p. 315-325 |
| Asiasana: | SERVICE MARKETING STRATEGY DENTAL CARE |
| Kieli: | eng |
| Tiivistelmä: | This study examines definitions of de-marketing, a concept that was initially proposed by Kotler and Levy in 1971, and considers an attempt to use a de-marketing strategy on a service in general anaesthesia in dental practice. The findings suggest that original insights can be provided, and different approach is allowed when attempting to change service provision, by de-marketing. A new level of sophistication to service planning could be added by adopting consumer orientation and the use of marketing tools, like segmentation, targeting, positioning and marketing mix. |
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