Bemarking in 'n Inflasionistiese Markekonomie

Abstract

According to expectations the inflation rate for 1977 will remain in double figures. At the moment a recession prevails and the South African marketing environment in which business enterprise operates has changed dramatically. In this article Professor Lucas points out that the time has now arrived for a creative demarketing strategy. Management's responsibility is not directed solely at the blind expansion of the sales volume and/or market share without considering the relative profitability. Its task is more precisely, to regulate the nature and scope of demand in such a way as to coincide with its own potential, to satisfy consumer and societal expectations and to ensure its survival and profitability at the same time.