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

by Sinha, Indrajit; Foscht, Thomas

• ISBN13: 9780230507548
• ISBN10: 0230507549
• Format: Hardcover
• Copyright: 2007-01-15
• Publisher: Palgrave Macmillan

Summary

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. In answer, this book--supplementing ideas and insights with numerous engaging and topical anecdotes--explores the radical and distinctive concept and approach of Reverse Psychology Marketing.

Author Biography

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.

Table of Contents

Prologue	p. ix
Notes on authors	p. xiii
Death knell for traditional marketing	p. 1
Over-marketing and brand suicide	p. 23
"Wal-Marts and Ferraris"	p. 51
Network buzz and pull	p. 79
The new marketing zeitgeist	p. 117
The era of anti-marketing	p. 143
Conclusions - The big picture	p. 169
Index	p. 191
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