De-marketing: putting Kotler and Levy's ideas into practice

Article Abstract:

Kotler and Levy proposed that demand for a product or service could be reduced by reversing marketing techniques, such as advertising and promotions. This is required when the demand is unmanageable or the company wants to retain product exclusivity. The effectiveness of these techniques in discouraging demand for general anaesthesia in dentistry is discussed, and the conclusions are that they are effective and can have useful benefits to Health Authorities which are trying to streamline their service and need to reduce demand.

Planning of Marketing, Anesthesia in dentistry, Dental anesthesia, Business planning, Market strategy

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A review of marriage analogy in relationship marketing

Article Abstract:

A review of the marriage analogy in relationship marketing is reviewed. Marriage is viewed as a successful, contractual, monogamous and public relationship, entered into freely by two people. While there are parallels in relationship development, the issues relating to the number of parties involved, attendant costs and benefits and even the willingness of parties involved are questioned.

Marketing

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Transactional or relationship marketing: Determinants of strategic choices

Article Abstract:

Relationship marketing is discussed in the context of its appropriateness.

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