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Push/pull marketing strategy
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, The Institute of Technology.ORCID iD: 0000-0001-9730-4876
2014 (English)In: Wiley Encyclopedia of Management: Volyme 9 Marketing / [ed] Lee, Nick and Farrell, Andrew, John Wiley & Sons, 2014, 3, p. 414-414Chapter in book (Refereed)
Abstract [en]

Push/pull marketing strategy concerns how an organization offering products (goods and or services) views the market. Organizations can be found just about anywhere on a scale from a pure push marketing strategy to a pure pull marketing strategy. A push marketing strategy focuses on what resources, competences and capacity the organization has, while a pull marketing strategy focuses on the needs of the market. Most organizations apply a mix of push and pull marketing strategy. Any adaptation of offerings to customer needs must reasonably fit the competences and capabilities within the firm or its network or such competences and capabilities, which within a reasonable time and at reasonable cost, can be obtained. An organization thus balances between what it reasonably can offer (push) and what the market demands (pull). For several types of organization, in particular within fast‐moving consumer goods, the increased data on customers have aided a shift toward a more pull‐oriented marketing strategy. The risk with applying a total pull marketing strategy is that the company may listen too much to too many types of customer resulting in too low a ratio between revenue and the production cost of the offerings to remain in the market.

Place, publisher, year, edition, pages
John Wiley & Sons, 2014, 3. p. 414-414
Keywords [en]
push marketing strategy, pull marketing strategy, resources, adaptation, customer needs
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-152121DOI: 10.1002/9781118785317.weom090206ISBN: 9781119972518 (print)OAI: oai:DiVA.org:liu-152121DiVA, id: diva2:1256675
Available from: 2018-10-17 Created: 2018-10-17 Last updated: 2018-10-31Bibliographically approved

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Grundström, Christina

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Citation style
  • apa
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  • en-GB
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
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  • asciidoc
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