Although demarketing is widely offered as a potentially ef
fective strategic response to the environment of economic
shortages, empirical assessment of its application in either
domestic or global markets is lacking. This paper explores
the relationship between the incidence of economic shortages
and demarketing activity performance in six African
countries. The study results suggest the existence of several
forms of shortage marketing environments which reflect dif
ferent approaches to demarketing. The paper concludes with
observations on methods firms employ to adapt their market
ing programs in an environment of scarcity within seller-
dominated economies.
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