Perspectives on demarketing during the energy crisis |
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| Authors: | Michael Harvey Ph.D. Roger Kerin Ph.D. |
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| Affiliation: | (1) Southern Methodist University, Dallas, TX, USA |
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| Abstract: | This article has attempted to outline the antecedent conditions which produced a gasoline shortage in the United States and describe the demarketing strategies employed by Shell and Exxon. The effectiveness of their respective strategies and the oil industry, in general, in stimulating de-consumption was also examined. |
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