Angel and demon customers

Angel and demon is a marketing concept dividing customers into two groups. [1] Angel customers are profitable , whereas demon customers may actually cost a company. [1] Demon customers try to extract as much value as possible out of the seller. [1] Examples of demon customer buying behavior:

  • Buying discounted merchandise designed to boost your business, then resell the goods at a profit on eBay . [1]
  • Buy a product, buy for rebates , return the purchases, then buy them back. [1]


  1. ^ Jump up to:e Kotler and Armstrong 2008 , p. 24-25.


  • Philip Kotler ; Gary Armstrong (2008). Principles of Marketing (12 ed.). London: Pearson International. ISBN  978-0-13-712827-3 .