Perspectives on demarketing during the energy crisis
Michael Harvey Ph.D., Roger Kerin Ph.D.
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 4
Abstract
This article has attempted to outline the antecedent conditions which produced a gasoline shortage in the United States and describe the demarketing strategies employed by Shell and Exxon. The effectiveness of their respective strategies and the oil industry, in general, in stimulating de-consumption was also examined.
Keywords
Energy Crisis, American Market Association, Bank Credit Card, Promote Energy Conservation, Gasoline Shortage
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