Chapter 11: Push and Pull Strategies in Industrial Markets: A Normative Framework
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Chapter 11
Push and Pull Strategies in Industrial Markets develops a conceptual framework of push and pull strategies. The chapter has three objectives: first, clearly define the push and pull strategy; secondly, clarify roles of independent industrial distributors; and lastly, develop a normative framework to assist marketing managers in push and pull strategy.
Book Information
| Pages: | 20 | |
|---|---|---|
| Published: | 1987 | |
| New Copyright: | 2011 | |
| ISBN: | 9781613110751 | |
| Categories: | Market Research, Marketing Strategy, Marketing Theory, Strategic Planning | |
| Authors: | Gary L. Frazier, John O. Summers |
Author information
Gary L. Frazier
Gary L. Frazier, DBA, is the Richard and Jarda Hurd Professor of Distribution Management, School of Business Administration, University of Southern California, Los Angeles. Prior to joining USC in 1984, he was on the marketing faculty at the University of Illinois, Champaign-Urbana.
John O. Summers
John O. Summers is the Professor Emeritus of Marketing at Kelley School of Business at Indiana University. He earned his bachelors, masters, and doctorate degrees from Purdue University. Today, he is one of the leading experts in the field of marketing research. He has been a member of the editorial board of the Journal of Marketing Research for the last twenty-five years.
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