Chapter 3. The Balance of Push and Trust Is Shifting

As described in the last chapter, customer power springs from three sources: more purchase options, more valuable and timely information, and a greater degree of transaction simplicity. The new power of the customer is causing manufacturers and dealers to move from push/pull marketing strategies to trust-based strategies. This suggests that each industry has a balance of forces that determines whether push/pull- or trust/advocacy-oriented marketing strategies will work in that industry.

The Balance Between Push/Pull and Trust/Advocacy

Figure 3-1 presents a weights-and-balance scale analogy of the balance between push/pull and trust/advocacy marketing strategies. The scale analogy displays the ...

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