Citation

Comm CL. Health. Mark. Q. 1997; 15(1): 95-102.

Affiliation

University of Massachusetts, Lowell 08154, USA.

Copyright

(Copyright © 1997, Informa - Taylor and Francis Group)

DOI

unavailable

PMID

10179066

Abstract

This paper considers the concept of demarketing as it relates to the tobacco industry and cigarettes but application can be made to other industries which market potentially "unsafe" products. The focus of the paper is on cigarettes and their marketing and demarketing as mature products in the Product Life Cycle. Public policy and consumer education are discussed as methods to aid in the demarketing of mature products which may pose health risks.

Language: en