(De)marketing to Manage Consumer Quality Inferences
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چکیده
منابع مشابه
(De)marketing to Manage Consumer Quality Inferences
Savvy consumers attribute a product’s market performance to its intrinsic quality as well as the seller’s marketing push. This paper studies how sellers should optimize their marketing decisions in response. The authors find that a seller can benefit from “demarketing” its product, meaning visibly toning down its marketing efforts. Demarketing lowers expected sales ex ante but improves product ...
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ژورنال
عنوان ژورنال: Journal of Marketing Research
سال: 2013
ISSN: 0022-2437,1547-7193
DOI: 10.1509/jmr.11.0432