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Demarketing In The Industrial Sector

In: Marketing And Management Sciences

Author

Listed:
  • DORIS REINGRUBER

    (Production Management, University of Economics and Business Administration, Augasse 9, 1090 Wien, Austria)

Abstract

The presented project analyzes reasons and methods for integrating demarketing of unprofitable customers into corporate strategy. There is a clear research gap on demarketing in the industrial sector as well as for an integrative concept that comprises implementation, strategy and operational questions. Based on insights from contribution margin analysis and game theory, a complex model will be developed so that a range of scenarios can be designed and evaluated.

Suggested Citation

  • Doris Reingruber, 2010. "Demarketing In The Industrial Sector," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.), Marketing And Management Sciences, chapter 6, pages 33-36, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848165106_0006
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    More about this item

    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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