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Reverse Psychology Marketing

The Death of Traditional Marketing and the Rise of the New “Pull” Game

  • Book
  • © 2007

Overview

Authors:
  1. Indrajit Sinha

    1. Fox School of Business & Management of Temple University, Philadelphia, USA

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    You can also search for this author in PubMed   Google Scholar

  2. Thomas Foscht

    1. Department of Marketing and Retailing, University of Graz, Austria

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    You can also search for this author in PubMed   Google Scholar

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Table of contents (7 chapters)

  1. Front Matter

    Pages i-xiv
    Download chapter PDF

  2. Death knell for traditional marketing

    • Indrajit Sinha, Thomas Foscht
    Pages 1-22

  3. Over-marketing and brand suicide

    • Indrajit Sinha, Thomas Foscht
    Pages 23-50

  4. “Wal-Marts and Ferraris”

    • Indrajit Sinha, Thomas Foscht
    Pages 51-78

  5. Network buzz and pull

    • Indrajit Sinha, Thomas Foscht
    Pages 79-116

  6. The new marketing zeitgeist

    • Indrajit Sinha, Thomas Foscht
    Pages 117-142

  7. The era of anti-marketing

    • Indrajit Sinha, Thomas Foscht
    Pages 143-167

  8. Conclusions — The big picture

    • Indrajit Sinha, Thomas Foscht
    Pages 169-189

  9. Back Matter

    Pages 191-198
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Keywords

About this book

Supplementing ideas and insights with numerous engaging and topical anecdotes, this book explores the radical and distinctive concept and approach of Reverse Psychology Marketing. It will show you how to understand and connect with current changes and evolving trends occurring in the field of marketing.

Reviews

In keeping with the spirit of this book, the authors have not sought outside endorsements.

Authors and Affiliations

  • Fox School of Business & Management of Temple University, Philadelphia, USA

    Indrajit Sinha

  • Department of Marketing and Retailing, University of Graz, Austria

    Thomas Foscht

About the authors

INDRAJIT 'JAY' SINHA is the Washburn Research Fellow and Associate Professor of Marketing at the Fox School of Business and Management at Temple University, Philadelphia. He has also worked as a management consultant and his articles on branding strategy and luxury products have appeared in several leading marketing and strategy journals including the Harvard Business Review.

THOMAS FOSCHT is Associate Professor of Marketing in the Department of Marketing and Retailing at the University of Graz, Austria. He currently serves as the Vice Chairman of the department and also as a referee for the Austrian Court. He has authored several management articles, monographs, and books on customer loyalty and marketing strategy.

Bibliographic Information

  • Book Title: Reverse Psychology Marketing

  • Book Subtitle: The Death of Traditional Marketing and the Rise of the New “Pull” Game

  • Authors: Indrajit Sinha, Thomas Foscht

  • DOI: https://doi.org/10.1057/9780230625068

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Indrajit Sinha and Thomas Foscht 2007

  • Hardcover ISBN: 978-0-230-50754-8Published: 22 November 2006

  • Softcover ISBN: 978-1-349-35354-5Published: 22 November 2006

  • eBook ISBN: 978-0-230-62506-8Published: 22 November 2006

  • Edition Number: 1

  • Number of Pages: XIV, 198

  • Number of Illustrations: 5 b/w illustrations

  • Topics: Marketing

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