Push and Pull Marketing Strategies
Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Brocato, D. 2010. Push and Pull Marketing Strategies. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
A push/pull strategy refers to the way information and products move between consumers and a manufacturer. Specifically in marketing, this strategy refers to the focus of the promotional efforts used to sell a good or service. In a push strategy, suppliers “push” their goods toward consumers, and in a pull strategy consumers “pull” information or products that are suitable for their needs. A pull strategy is defined as a promotion strategy focused on consumers rather than on members of a marketing channel in order to facilitate the flow of a good or service from a manufacturer to end-users (consumers). Conversely, a push strategy is defined as a promotion strategy focused on marketing intermediaries (wholesalers and retailers) rather than on end-users in order to facilitate the flow of a good or service from a manufacturer to consumers.
- pull strategy;
- push strategy;
- sales force;
- trade promotions;
- consumer promotions