SUMMARY
Author : Éric MILLIOT (2011) - Gestion 2000
Demarketing is defined by KOTLER and LEVY (1971) as the aspect of marketing that seeks to discourage consumers in general, or a certain class of consumers in particular, either temporarily or permanently.
According to this definition, the practice presents an inversion of marketing logics. If we take the commercial mix as an example, the product is presented at a high price, distributed in a limited way and openly devalued or protected. Since the 1970s, little academic research has attempted to clarify the nature of this paradoxical approach. And yet, at a time when certain raw materials are becoming increasingly scarce and waste is piling up, demarketing in relation to environmental issues is of particular concern.
In this article, the author defines this particular type of devaluation as the set of commercial logics and practices which, by using and/or defending the ecological cause, invite people to reduce or stop consuming certain products. This approach is not seen here as a mere symmetrical counterpart to the traditional marketing mix, but as a practice that leads to the repositioning of players and their products on the market.
In order to define the conceptual contours of environmental marketing, the author first presents the different forms it can take, then examines the issues and conditions of implementation that characterize it.
Illustration : via Tom Travel - Dim Hou
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