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Downstream and Upstream Marketing

Can you define Downstream and Upstream Marketing?

These terms are used in different ways. The most common usage of "upstream"
marketing relates to the need to gather information from the market to drive product direction and strategies. Pragmatic Marketing typically uses the term "inbound" marketing to refer to these activities. Downstream marketing is what we would generally label "outbound" -- the marketing activities that influence targeted buyers' attitudes and decision processes.

I have also seen these terms applied to different parts of a channel sales model. A manufacturer who sells through partners but markets directly to buyers would be engaging in upstream marketing, encouraging buyers to "pull" products through the channel. When that manufacturer "pushes" product through the channel, encouraging the partners to sell their product, they are engaging in "downstream" marketing.

Answered by Adele Revella

Downstream Marketing

Posted by Pete at 2009-07-09 01:26 PM
Very goog. Clear, concise, to the point and with relivant examples. Thanks

thank-you

Posted by Michael Walker at 2010-03-05 04:46 PM
These terms are used more and more often- thank-you for the definitions

Upstream and Downstream Marketing

Posted by Oskal at 2011-02-15 05:14 PM
I think one can use a simple definition to address this question.
Downstream is the late stage of every industrial operation or commercial process. in value generating activities like inbound, operation, outbound,marketing and sales and services, one can say that because the inbound is the early stage of the chain activities which has to do with raw material or early stage of production activities, therefore it is Upstream. One can regard Downstream as activities that have to do with the ending of commercial processes or industrial activities. Downstream can also be regarded as activities that have to do with products at a finished stages and also marketing to reach the end users.