push strategy

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‘push’ strategy

a manufacturing and marketing approach which emphasizes ‘pushing’ a firm's products into wholesale and retail outlets using trade promotions (PROMOTIONAL ALLOWANCES etc.) to persuade WHOLESALERS and RETAILERS to stock and promote a product.

In practice, SALES PROMOTION campaigns usually use consumer promotions and ADVERTISING as well, in order to encourage consumers to demand the product and to ‘pull’ it through the distribution system. See ‘PULL STRATEGY.

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