Formulating Push Marketing Strategies: A Method and Application
Open Access
- 1 January 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 47 (1), 25-34
- https://doi.org/10.1177/002224298304700103
Abstract
“Push” marketing strategies can create additional profit opportunities within the marketing channel. This paper describes a method that provides marketing managers with information on the profit impact of various marketing mix strategies. A study is described in which high yield “push” strategies are identified.Keywords
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