Inverse Marketing

January 2015
Tire Review;Jan2015, Vol. 115 Issue 1, p22
Trade Publication
The article discusses the concept of inverse marketing which refers to the process of getting complete strangers to willingly deliver marketing message for people. It outlines the approach that has been made popular by the proponents of inverse marketing which involves reputation management. It also notes that inverse marketing could be an effective tool in managing negative and positive voices from unsatisfied customers.


Related Articles

  • Pulling the Right Levers. Wyner, Gordon A. // Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p8 

    This article discusses the benefits and opportunities of market segmentation. Marketers have several reasons to treat consumers differently, according to their specific needs and requirements. Segmentation is designed to make more efficient use of marketing resources by tailoring messages,...

  • Steria: why account managers need strategic marketing. Burgess, Bev // Velocity;2011, Vol. 13 Issue 3/4, p36 

    The article describes the key strategic marketing competencies adopted by information technology service provider Steria. These include the development of customer insight, creation of value propositions, and establishment of reputation. The company emphasizes the uniqueness of its key clients....

  • SUCCESS COACH: KEEP UP APPEARANCES. Wolter, Romanus // Entrepreneur;Nov2008, Vol. 36 Issue 11, p116 

    The article focuses on having the right attitude to achieve business success. It states that having an optimistic view despite failures and implementing different marketing techniques may attract customers. It mentions that at solid reputation provides a distinct competitive advantage that...

  • The Selling of Services: A Comprehensive Model. George, William R.; Kelly, J. Patrick; Marshall, Claudia E. // Journal of Personal Selling & Sales Management;Aug86, Vol. 6 Issue 2, p29 

    The article presents the viewpoint that customer contact in a service firm is an holistic process which involves multiple functions within the firm. This means that the customer's cumulative experience of total contact with the service firm determines the buying and repeats purchase behavior....

  • Defining the New Marketing Concept. Webster Jr., Frederick E. // Marketing Management;Spring94, Vol. 2 Issue 4, p22 

    This article, the first in a two-part series, outlines a new marketing concept. The original marketing concept was born in the post-war economy of scarcity, pent-up consumer demand, and growing consumer confidence; the new one thrives in a world of affluence, sophisticated and informed...

  • New marketing measures. Mitchell, Alan // Brand Strategy;Apr2004, Issue 181, p9 

    Reports on the need of industries to develop new measurement tools that analyze customers and not media. Rise of integrated marketing; Stresses the need of marketers to understand the overall impact of their customer-facing, customer touching activities; Aspirations for a new brand of company,...

  • Corporate social responsibility: impacts on strategic marketing and customer value. Piercy, Nigel F.; Lane, Nikala // Marketing Review;Winter2009, Vol. 9 Issue 4, p335 

    Corporate social responsibility (CSR) has impacted on the policies and behaviours of companies throughout the world. However, relatively little attention has been devoted to the link between CSR and strategic marketing. The impact of CSR initiatives on customer and other stakeholder...

  • Marketing in the Network Economy. Achrol, Ravi S.; Kotler, Philip // Journal of Marketing;Oct99 Special Issue, Vol. 63 Issue 4, p146 

    As the twenty-first century dawns, marketing is poised for revolutionary changes in its organizational context, as well as in its relationship with customers. Driven by a dynamic and knowledge-rich environment, the hierarchical organizations of the twentieth century are disaggregating into a...

  • Can brands afford not to get socially involved? Richards, Steve // New Media Age;4/29/2010, p23 

    The author ponders the implications for brands of their failure to engage in social media. He cites the importance of social media to the promotion of a brand. He relates that social media creates a key part of a company's issue management strategy and marketing strategy. He adds that through...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics