Push strategies

Push strategies is used to communicate with channel intermediaries, such as dealers, distributors and retailers, otherwise referred to as the 'trade' or channel buyers.

Definitions

According to the Marketing Communications by Fill (5th edition),

Pull strategies. Used to communicate directly with end-user customers. These may be consumers but they might also be other organizations within a business-to-business context.

Push strategies. Used to communicate with channel intermediaries, such as dealers, distributors and retailers, otherwise referred to as the 'trade' or channel buyers.