Demarketing, Yes, Demarketing, Harvard Business Review
The way marketers try to cope with excess demand or unwanted demand may affect the company's long-run objectives just as much as do marketing policies for normal times. What kinds of situations lead companies to cut back on their marketing efforts? How do methods of de-emphasis differ depending on the type of problem? This instructive and sometimes amusing analysis answers these and other questions that have never before been raised in HBR. It also suggests new directions for the study of marketing.
Philip Kotler, Sidney Levy
Kotler, Philip, and Sidney Levy. 1971. Demarketing, Yes, Demarketing. Harvard Business Review. 49(6): 74-80.