What 's Reverse marketing ?
The traditional view of marketing is that supplier firms will actively seek the requirements
of customers and attempt to meet those needs better than the competition.
This model places the initiative with the supplier. Purchasers could assume a
passive dimension, relying on their suppliers’ sensitivity to their needs and technological
capabilities to provide them with solutions to their problems. However, this
trusting relationship is at odds with a new corporate purchasing situation that
developed during the 1980s and is gaining momentum. Purchasing is taking on a
more proactive, aggressive stance in acquiring the products and services needed
to compete. This process whereby the buyer attempts to persuade the supplier to
provide exactly what the organization wants is called reverse marketing
