Contrarian Marketing
Jeffrey F. Durgee
(Associate Professor of Marketing at the School of Management, Rensselaer Polytechnic Institute in Troy, New York)
330
Abstract
Considers the phenomenon of new brands that succeed because their marketing strategy is diametrically opposed to contemporary strategies. Suggests ways to define a product in order to take it against the tide through positioning, general definers, contrarian positioning, and how to identify them. Concludes that contrarian marketing can be achieved by listing defining attributes of a category, and brainstorming creative oppositions that identify new product meanings.
Keywords
Citation
Durgee, J.F. (1992), "Contrarian Marketing", Journal of Consumer Marketing, Vol. 9 No. 1, pp. 51-59. https://doi.org/10.1108/EUM0000000002596
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited