To push or to pull: Dynamics of promotional strategies: Tale of three rural industries

by Debasis Pradhan

A critical question facing a brand or product manager is, should marketing expenditures be directed to the end user (pull) or to the intermediaries in the channel (push)? This can be understood better if advertising is viewed as a "defensive" strategy to build brand loyalty that helps in retaining loyal consumers and price promotions as an "offensive" strategy to snatch loyal consumers away from rival brands. This push vs. pull debate assumes more importance for efficiency concerns as well. In this book,the focus has been on the promotional strategies being adopted by three rural industries of India. Relevant research questions have been identified with the help of literature review coupled with exploratory work that has led to the conceptualization of a framework. Survey method has been used for data collection. Data analysis and its interpretation have been discussed in detail with a reference to the scope for further research.

292 pages, Paperback

Published August 5, 2011

About the author

Debasis Pradhan is a Software Testing Consultant by profession (about a decade) and a Tester by passion (since childhood). He is a self-identified Context-Driven Tester who is practicing Exploratory Testing for years with great amount of success for clients all over the globe.

He has extensive experience in the field of Skilled Software Testing and shares his experience on his blog at Software Testing Tricks.

Software Testing Career Package - A Software Tester's Journey from Getting a Job to Becoming a Test Leader is the first book that he co-authored but you can be sure that it is not the last and many more are yet to come. So stay tuned!