Demand Management

The marketing management is concerned with increasing demand, plus changing or even reducing demand. Marketing management is concerned not just with finding and increasing demand, but also through changing or even reducing demand.

1) Demarketing: Marketing to reduce demand permanently or temporarily; aim is not to destroy demand but just to reduce or shift it. Demarketing's aim is to reduce demand permanently or temporarily (move traffic away from a popular tourist attraction throughout peak demand times).

2) in reality, marketing management is in fact demand management.

Building Profitable Customer Relationships - Beyond designing strategies to attract new customers, the marketing organizations also go all out to receive current customers and build lasting customer relationships.