Published by:
Harvard Business Publishing
Length: 3 pages
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Abstract
Manufacturers of packaged goods no longer can entice consumers through traditional "pull" marketing techniques - huge TV and other advertising campaigns and alluring packaging. So the trade has moved in to grab customers through "push" marketing techniques - especially coupons and trade deals. Unless manufacturers reverse this trend, they will risk crippling their own marketing productivity. Manufacturers have to understand the recent changes in society and consumer tastes that have caused the shift from pull to push marketing. They then can return to pull marketing by directing their attention to the small, varied segments that now make up the U.S. market.
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Abstract
Manufacturers of packaged goods no longer can entice consumers through traditional "pull" marketing techniques - huge TV and other advertising campaigns and alluring packaging. So the trade has moved in to grab customers through "push" marketing techniques - especially coupons and trade deals. Unless manufacturers reverse this trend, they will risk crippling their own marketing productivity. Manufacturers have to understand the recent changes in society and consumer tastes that have caused the shift from pull to push marketing. They then can return to pull marketing by directing their attention to the small, varied segments that now make up the U.S. market.