haku: @author Farris, P. W. / yhteensä: 11
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| Tekijä: | Olver, J. M. Farris, P. W. |
| Otsikko: | Push and pull: A one-two punch for packaged products. |
| Lehti: | Sloan Management Review
1989 : FALL, VOL. 31:1, p. 53-61 |
| Asiasana: | MARKETING RETAILING DISTRIBUTION BRANDS |
| Kieli: | eng |
| Tiivistelmä: | Marketing managers of consumer packaged goods typically underestimate the reciprocal effects of push and pull marketing. A model is introduced that offers both more realistic measures of marketing effectiveness and a more integrated conception of push and pull marketing. Two dimensions of push are examined: breadth and depth of distribution. Specific techniques of measurement are described. Consumer pull also has elements of breadth and depth that form part of the complete push-pull picture. Four misleading assumptions about distribution are discussed and their negative effects are demonstrated. The logic used to develop the proposed more realistic concepts and measures is highlighted. Managerial implications are reviewed. |
SCIMA