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Schlusswort

In: Demarketing

Author

Listed:
  • Andreas Hesse

    (Hochschule Koblenz)

Abstract

Zusammenfassung Eine Demarketingkampagne macht aus einem Anbieter eines gesundheitsschädlichen Produktes keinen Heilsbringer und aus einem Umweltsünder keinen Öko-Heiligen! Im Gegenteil, Skepsis, Kritik und Abneigung sind zu erwarten, wenngleich Kampagnenthemen wenig kontrovers beurteilt werden dürften. Im Falle einer negative Reputation von Marke, Produktkategorie oder Branche, aber auch wenn Marken im Rahmen von Demarketingkommunikation Konsumentinnen und Konsumenten zum aktiven Mitmachen aufrufen, ist es umso wichtiger den markenseitigen Beitrag zur positiven Veränderung aufzuzeigen und nicht bloß an die Konsumentinnen und Konsumenten zu appellieren.

Suggested Citation

  • Andreas Hesse, 2023. "Schlusswort," Springer Books, in: Demarketing, chapter 0, pages 121-124, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41787-1_5
    DOI: 10.1007/978-3-658-41787-1_5
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