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What are the similarities and differences between promotional push strategies and promotional pull strategies?
The clear difference between Push and Pull promotional strategies are that, PUSH promotes to trade/retail and PULL promotes to the consumer/customer. Its also helpful to know that there is a slight blur between the two as a promotional strategy aim at the consumer PULL may attract trade due to increased demand attracting retail buyers and a PUSH to trade may attract more consumers due to increased presence in a store, possibly portraying a dominant 'market leading' image. They both support each other but have clear separate objectives in relation to their primary target being consumer or trade.
M.A.C (LBS)
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