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Einleitung

In: Demarketing

Author

Listed:
  • Andreas Hesse

    (Hochschule Koblenz)

Abstract

Zusammenfassung Die Vorsilbe „de“ ermöglich eine Wortbildung, die den Sinn eines Wortes dahingehend erweitert, etwas aufzuheben, rückgängig zu machen, herabzusetzen, zu verneinen oder zu reduzieren. Der aus dem Englischen stammende Begriff Marketing wird dadurch zum Demarketing, also zu Aufhebung von Marketing, zur Reduzierung von Marketing, zur Abschwächung von Marketing oder Dämpfung von Marketing. Auf den ersten Blick eine Wortveränderung, die mit dem bricht, was der gemeine Leser unter Marketing verstehen dürfte: Märkte machen, vermarkten, absatzfördernde Maßnahmen umsetzen, Produkte entwickeln, bepreisen, für sie werben und ihren Vertrieb so ausgestalten, dass möglichst viel verkauft wird.

Suggested Citation

  • Andreas Hesse, 2023. "Einleitung," Springer Books, in: Demarketing, chapter 0, pages 1-12, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41787-1_1
    DOI: 10.1007/978-3-658-41787-1_1
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