STRATEGIC REMARKETING: THE PREFERRED RESPONSE TO SHORTAGES AND INFLATION.

Philip Kotler*, V. Balachandran

*Corresponding author for this work

Research output: Contribution to journalArticle

5 Scopus citations

Abstract

Shortages and inflation will be recurrent economic problems in the last quarter of the twentieth century. Management can respond to shortages by doing nothing, launching into aggressive demarketing, or laying plans for strategic remarketing. This article argues for the last approach. The firm should consider appropriate adjustments in its customer mix, product mix, and resource mix. At least ten interacting decisions can be considered, and management must find that combination of moves that will maximize the achievement of its objectives.

Original languageEnglish (US)
Pages (from-to)1-17
Number of pages17
JournalSloan Manage Rev
Volume17
Issue number1
StatePublished - Jan 1 1975

ASJC Scopus subject areas

  • Medicine(all)

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