Keywords
scarcity
excessive demand
recessions
How to Cite
Abstract
The term demarketing refers to a strategy aimed at regulating the level and shape of actual and future demand by organizations (profit and non-profit as well as governments). Put differently, demarketing is the strategic answer or road mapping, designed by organizations, to manage excessive demand of goods, services, experiences, and other products, by its actual or future markets. This paper researches the evolution of the literature on demarketing between 1971 and 2014, its theoretical and conceptual development, and the practical contexts in which it has been applied to regulate demand. Its objective is to raise questions or comments on the focus sustained by those who have studied and applied demarketing as a way of managing demand.References
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