Against the Flow: Antimarketing

Providing as much honest and accurate information as possible about a product's attributes might be the best way to promote it.

Thursday, August 5, 2010


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The concept of "Antimarketing" is gathering momentum thanks to growing expectations of respect for people and the environment, combined with the spread of social responsibility as a core part of business management.

The main characteristic of Antimarketing is the use of "reverse psychology", which goes against popular marketing theory because it consists of advising customers of any harm the product may cause.

Ana Paula Flores writing for Altonivel.com.mx comments that, "when companies realized that honesty can be highly profitable, Antimarketing became a more credible part of the development of marketing campaigns".

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