Push Vs. Pull Marketing

The business terms push and pull originated from logistics and supply chain management, but are also widely used in marketing!

A push-pull-system in business describes the movement of a product or information between two subjects. Consumers usually “pull” the goods or information they demand for their needs, while the suppliers “pushes” their wares toward consumers.
Push Strategy
In marketing, “push” can be found in the communication between seller and buyer. Depending upon the medium used, the communication can be either interactive or non-interactive. For example, if the seller promotes via television or radio, it’s not possible for the buyer to interact. On the other hand, if the communication is made by phone or internet, the buyer has the ability to interact with the seller.

In the first case information is just “pushed” toward the buyer, while in the second case it is possible for the buyer to demand the needed information according to his requirements.

Pull Strategy
In a “pull” system the consumer requests the product and “pulls” it through the delivery channel. An example of this is the car manufacturing company Ford Australia. Ford Australia only produces cars when they have been ordered by the customers.

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For more information on Push-Pull Strategy visit Wikipedia