Analyzing Demarketing Through Bibliometric Methods

Abstract

Marketing is the game changing strategic tool used to influence and nudge consumer behaviour towards a product. Demarketing is an inverse marketing strategy which would help shape the demand and behaviour of the consumer. This chapter intends to bring forward the prominent papers and research made along with the leading authors in this area, identification of research areas yet to be explored, the thematic perception of research through which the topic of demarketing has been approached. Through this chapter it found that more stress is given to demarketing in the field of health concerns and sustainable tourism, while identifying some of the core source papers in this area and prominent papers by Philip Kotler acting as a base in this area.