Concept summarized by Sam Mishra, MBA (MIT Sloan)
The strategy of pushing a product downstream through the channel. If the awareness rate is low, a push strategy is required to sell a product / service. As the awareness rate increases, pull strategy can increasingly be used to sell the product / service.
Also see the Technology Push vs. Market Pull framework within the Technology Strategy section.
Example: When you e-mail your resume and cover letter while being unemployed, the strategy can be considered to be a lukewarm push strategy. A more effective push strategy will include a pull via posting your resume on job-sites, which will attract third-party recruiters, who might more aggressively push you to prospective employers. So, push and pull can go hand in hand.