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- Title
Formulating Push Marketing Strategies: A Method and Application.
- Authors
Levy, Michael; Webster, John; Kerin, Roger A.
- 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.
- Subjects
MARKETING management; MARKETING planning; MARKETING channel management; MARKETING strategy; STRATEGIC planning; MARKETING executives; BUSINESS planning; MARKETING research; SALES promotion; PROFITABILITY; EDUCATION; MANAGEMENT
- Publication
Journal of Marketing, 1983, Vol 47, Issue 1, p25
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298304700103