Push - Pull strategy
- Push - node performs order planning for succeeding node. Bonney et al (1999) stated control information flow is in the same direction of goods flow
- Pull - succeeding node makes order requests for preceding node. Preceding node reacts by producing the order, which involves all internal operations and replenishes when finished
An advertising push strategy refers to a situation when a vendor advertises its product to gain audience awareness, while the pull strategy implies the aims to reach audiences which have shown existing interest in the product or information about it. The difference between 'push' and 'pull' marketing can also be identified by the manner in which the company approaches the lead, for example: the company were to send a sales brochure, that would be considered pushing the opportunity toward the lead. If instead the company provided a subject matter expert as a speaker for an industry event attended by target leads, that could be one tactic used as part of a strategy to pull in a lead by encouraging that lead to seek out the expert in a moment of need for that expertise.
With the increase of social networking platforms and users, social networking has become a major and focal part to music marketing adopting the pull marketing strategy. Pull marketing shifts the emphasis and attention onto the customer, trying to market in the correct places by knowing who the target audience is.
As consumers gain access to a greater number of options and platforms and more information about such services, the consumer will probably become more demanding on resource providers, requiring services to be made available on consumer terms, rather than when it is convenient for the resource providers to deliver them. In addition, consumers are demanding the ability to configure their own products from resource providers, leading to rapid growth in options and music services. To thrive in a broad market, digital music services attempt different models and features to find the optimum and ensure consumer satisfaction
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