Angel and demon is a marketing concept dividing customers into two groups.  Angel customers are profitable , whereas demon customers may actually cost a company.  Demon customers try to extract as much value as possible out of the seller.  Examples of demon customer buying behavior:
- Buying discounted merchandise designed to boost your business, then resell the goods at a profit on eBay . 
- Buy a product, buy for rebates , return the purchases, then buy them back. 
- ^ Jump up to:a b c d 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 .