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The era of anti-marketing

In: Reverse Psychology Marketing

Author

Listed:
  • Indrajit Sinha

    (Fox School of Business & Management of Temple University)

  • Thomas Foscht

    (University of Graz)

Abstract

A strange and curious phenomenon is unfolding around us without the knowledge of most of us, but with profound significance for the way we under-stand and do business. A small but influential group of firms are doing things and implementing ideas that are daring to defy the norms and conventions which traditional marketing theory considers as articles of faith. They seem to flout every known precept, every bedrock axiom of the traditional theory, which a businessperson knows by rote — that a firm should publicize its offerings, reach out to customers, cater to their needs, and maintain close relation-ships with them. Instead, these new ventures actively shun publicity, make it harder for people to find their establishments, then unilaterally dictate what they can have, and offer very little choice or flexibility overall. Yet, they manage to sell a lot of their products at exceptionally high margins. How do they do it? Viewed from these developments, one may think that a new contrarian age is dawning.

Suggested Citation

  • Indrajit Sinha & Thomas Foscht, 2007. "The era of anti-marketing," Palgrave Macmillan Books, in: Reverse Psychology Marketing, chapter 6, pages 143-167, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-62506-8_6
    DOI: 10.1057/9780230625068_6
    as

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