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This can be achieved by using many kinds of media, such as magazines, radio or television. The purchases will probably influence the retailer, and the retailer will influence the wholesaler. Many companies believe that the best way to promote a product is to pull it through the distribution channel, stimulating demand at the customer level.
In push strategies, companies work together with the channels of distribution to stimulate customer sales. This means that, retailers or wholesalers often pay part of local advertising costs or implement special store display to stimulate sales. A manufacturer could cooperate with the wholesaler in order to offer retailers special price to stimulate product demand...
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