Jay Sinha, a professor of marketing at Temple University  and Thomas Foscht, an Austrian professor, have co-authored an interesting book, The Death of Traditional Marketing and the Rise of the New Pull Game.

 

In anti-marketing, the idea is not about following a script, but trying to pique some interest by making products seem unreachable.

 

According to this approach, people are tired of being told which product to buy and are jaded.

 

One example is the anti-marketing style of “I Hate Steven Singer.” The authors suggest that men hate Steven Singer because women force men to spend too much money for jewelry he sells.

 

The book points out that more and more chefs’ choices are popular in restaurants and many restaurants have their shutters closed or darkened windows to generate curiosity. Executive clubs have no outdoor signs.

 

The article which appeared in the February 15^th issue of the Temple Times caught my attention and the book is even better.