Reverse Psychology Marketing: The Death of Traditional Marketing and the Rise of the New ''Pull'' Game

Overview

DISCLAIMER- This book is not about engaging in the blame-and-praise game for the so-called winners and losers of the current business environment.

Something deeper and more substantial is afoot in business today, which is changing the familiar management script. The tables have been turned on the fortunes of many long-established firms. The authors believe that a majority of the firms that are in trouble, and those that have failed recently, have done so because they have been ...

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Reverse Psychology Marketing: The Death of Traditional Marketing and the Rise of the New ''Pull'' Game

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Overview

DISCLAIMER- This book is not about engaging in the blame-and-praise game for the so-called winners and losers of the current business environment.

Something deeper and more substantial is afoot in business today, which is changing the familiar management script. The tables have been turned on the fortunes of many long-established firms. The authors believe that a majority of the firms that are in trouble, and those that have failed recently, have done so because they have been let down by their own marketing. Traditional marketing is now being turned on its head. The ideas of marketing and branding strategy that passed for conventional wisdom before do not hold true today. A small but growing number of innovative firms have adopted radically new and differentiated approaches based upon reverse psychology marketing, reflecting a clear and unmistakable change in the global culture. In this era of globalization and the Internet the consumer is behaving in a radically different way and is no longer susceptible to the timeworn ploys of push marketing. The present times call for a new game - one that strays from the prescriptions that traditional marketing theory holds dear, indeed that sometimes works in a way that is counter to it (what the authors call "anti-marketing") and that lays focus on network-building and "pulling the customer" above all else. Many experienced hands in corporate boardrooms are oblivious to these shifting sands and evolving trends, and are paying the price as a result. This book, supplementing ideas and insights with numerous engaging and topical anecdotes, will show you how to understand and connect with this change.

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Product Details

  • ISBN-13: 9780230507548
  • Publisher: Palgrave Macmillan
  • Publication date: 12/12/2006
  • Edition description: First Edition
  • Pages: 192
  • Product dimensions: 6.38 (w) x 9.57 (h) x 0.69 (d)

Meet the Author

INDRAJIT 'JAY' SINHA is the Washburn Research Fellow and Associate Professor of Marketing at the Fox School of Business and Management at Temple University, Philadelphia. He has also worked as a management consultant and his articles on branding strategy and luxury products have appeared in several leading marketing and strategy journals including the Harvard Business Review.

THOMAS FOSCHT is Associate Professor of Marketing in the Department of Marketing and Retailing at the University of Graz, Austria. He currently serves as the Vice Chairman of the department and also as a referee for the Austrian Court. He has authored several management articles, monographs, and books on customer loyalty and marketing strategy.

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Table of Contents

Prologue
• Death Knell for Traditional Marketing
• Over-Marketing and Brand Suicide
• "Wal-Marts and Ferraris"
• Network Buzz and Pull
• The New Marketing Zeitgeist
• The Era of Anti-Marketing
• Conclusions: The Big Picture

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