Less is more: is a green demarketing strategy sustainable?

Journal of Marketing Management

Volumn 31, Issue 13-14, 2015, Pages 1403-1427

  Armstrong Soule, Catherine A ^a   Reich, Brandon J ^b  

^a WESTERN WASHINGTON UNIVERSITY   (United States)

^b UNIVERSITY OF OREGON   (United States)

Author keywords

advertising; anti consumption; corporate social responsibility; demarketing; green marketing; marketing strategy

Indexed keywords

EID: 84939268612     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1080/0267257X.2015.1059874     Document Type: Article

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