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Demarketingtypen

In: Demarketing

Author

Listed:
  • Andreas Hesse

    (Hochschule Koblenz)

Abstract

Zusammenfassung Im Kap. 2 des Buches erklärt der Autor den Begriff Demarketing umfassend. Aus einem intensiven Literaturüberblick entsteht eine Demarketingtypologie, die bis dato nicht in der englisch- oder deutschsprachigen Literatur vorlag. Die Diskussion der Begriffsvarianten und die daraus entwickelte Typologie ermöglichen ein grundlegendes Verständnis des Begriffs und sollen einen Überblick über die Begriffsverwendung in der Praxis geben.

Suggested Citation

  • Andreas Hesse, 2023. "Demarketingtypen," Springer Books, in: Demarketing, chapter 0, pages 13-47, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41787-1_2
    DOI: 10.1007/978-3-658-41787-1_2
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