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Push and Pull Marketing Strategies

Part 1. Marketing Strategy

  1. Deanne Brocato

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01053

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Brocato, D. 2010. Push and Pull Marketing Strategies. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Iowa State University, Ames, IA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • pull strategy;
  • push strategy;
  • sales force;
  • trade promotions;
  • advertising;
  • consumer promotions