Formulating Push Marketing Strategies: A Method and Application

Roger A. Kerin

33 citations0/0 files storedJournal of Marketing

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Supply Chain and Inventory Management Marketing and Advertising Strategies Consumer Market Behavior and Pricing

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.

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References

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