Contrarian Marketing

Jeffrey F. Durgee (Associate Professor of Marketing at the School of Management, Rensselaer Polytechnic Institute in Troy, New York)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 January 1992


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.



Durgee, J.F. (1992), "Contrarian Marketing", Journal of Consumer Marketing, Vol. 9 No. 1, pp. 51-59.




Copyright © 1992, MCB UP Limited

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