Keresletpush

Keresletpush is a coined concept in marketing and economics describing a hybrid strategy that blends elements of push marketing with demand-oriented pull tactics. The term combines the Hungarian kereslet, meaning "demand," with the English word push, signaling an intentional effort to move products through distribution channels while stimulating consumer interest.

In practice, keresletpush aims to align manufacturers, wholesalers, and retailers to create synchronized demand and availability. Marketing activities typically include broad-based advertising and promotions to generate interest (the pull side) alongside channel incentives, trade promotions, and guaranteed stock levels designed to encourage retailers to stock and actively push the product to customers (the push side). Data analytics and forecasting support timing of promotions with inventory planning to minimize stockouts and markdowns.

The approach is discussed in relation to consumer goods, electronics, and other fast-moving categories where channel partners play a central role, and where product launches benefit from coordinated demand stimulation and distribution support.

Critics warn that overreliance on push elements can inflate demand forecasts, provoke channel conflicts, and erode margins through aggressive promotions. The strategy requires careful alignment of incentives and accurate demand signals to avoid stock imbalances and misallocation of marketing spend.

See also: push marketing, pull marketing, demand management, channel marketing.