In 2001 Richard Plank and Deborah Francis published an article studying the impact reverse marketing has on the buyer-seller relationship.
In order to forge strategic advantage, the purchasing function must develop relationships with suppliers that have limited affective conflict.
Consumer based campaigns typically involve companies implementing reverse strategies so the end user of their products will seek them out.
Orabrush launched a series of comedic video advertisements on YouTube that featured a man dressed in a tongue costume.
The campaign was a massive success with more than 38 Million YouTube hits and led to Walmart purchasing roughly 700,000 Orabrush units.
[8] Weight Watcher's 2008 brand altering campaign, Stop Dieting, Start Living, fundamentally changed their image among their target market.