Demarketing places: Rationales and strategies

Abstract

The concept of demarketing, originally introduced by Kotler and Levy (1971 Kotler, P. and Levy, S.J. 1971. Demarketing, yes, demarketing. Harvard Business Review, 49: 74–80. [Web of Science ®] , [Google Scholar]), can be used in the context of places to describe specific activities aimed at deflecting interest, visitors, and/or investment to a particular place. This paper presents an exploratory investigation into the use of place demarketing in the UK. Thirteen in-depth interviews were conducted with place-marketing practitioners whose work was identified as incorporating elements of place-demarketing practice and activity. Four main rationales for demarketing places were identified: sustainability of the place product; market segmentation and targeting; reducing the effect of seasonality; and crisis prevention/management. The strategies identified in the place-demarketing process include: no marketing; redirection/marketing alternative places; informational place demarketing; restricting access; and pricing mechanisms. The paper concludes by drawing together some of the issues and implications that the demarketing of places raises.     

Stocks,flows, and some exchange rate dynamics for the currency substitution model

The paper argues that the treatment of stocks and flows in portfolio balance models of exchange rate determination is inadequate, and that this hampers the analysis of exchange rate dynamics. A proposed resolution is reworked into the currency substitution model. In addition to providing explicit solutions for the spot rate of exchange depreciation under different expectational hypotheses, an attempt is made to clarify the dynamic properties of the model. Inter alia, it is shown how exchange rate overshooting is possible without having to assume market frictions; how a deteriorating current account deficit can coexist with an appreciating exchange rate; and, more generally, how portfolio induced jumps in the exchange rate are linked to balance of payments flow influences on the evolution of the exchange rate.     

Stocks,flows, and market equilibrium in neoclassical monetary growth models

The treatment of short-run monetary equilibrium in neoclassical monetary growth theory has been criticized as one of asset market equilibrium that leaves the status of real flows unclear. The paper shows this dichotomy to be the result of a stock-flow confusion. A resolution is attempted on the basis of which it is shown that the output market is in fact continuously equilibrated, and that neoclassical models can be employed for short-run analysis.     

Effect of value perceptions on luxury purchase intentions: an Indian market perspective

India is witnessing a phenomenal growth in the luxury market segment. However, empirical studies in this domain are few and far between. The main objectives of this study are, firstly, to build and empirically test the theoretical framework designed to measure the effect of value perceptions on intention to purchase luxury fashion brands among Indian consumers. Secondly, to determine the role of gender in understanding the relationship between luxury value dimensions and purchase intention. This study employed researcher controlled sampling and questionnaires were administered through the personal interview from actual users of luxury fashion brands. Structural equation modeling (SEM) was applied to test proposed hypotheses using AMOS. The statistical analysis indicated that conspicuous value was the most significant predictor of purchase intention among Indian luxury consumers followed by hedonic value and social value. The results of the study also revealed that gender does not play moderating role in the relationship between luxury value dimensions and purchase intention among Indian consumers.     

Health nonprofits online: the use of frames and stewardship strategies to increase stakeholder involvement

• This study examines connections between the conceptual frameworks of compassion fatigue (burnout toward social issues) and related stewardship strategies that are used as a form of best practices to address the issue of compassion fatigue. A content analysis of 117 health nonprofit websites (457 web pages) investigates how nonprofit health organization websites are framing their communication to various stakeholders and how the strategies of stewardship are employed online. Findings indicate that although health nonprofits are using positive frames and multiple stewardship strategies, more could be done by nonprofit marketing practitioners to facilitate positive, long-term relationships with stakeholders in an environment of increased communication and compassion fatigue.

Copyright © 2014 John Wiley & Sons, Ltd.