Reverse Marketing - Due to the high demands placed on the products, procurement is proving to be a critical factor in many industries. The aim of reverse marketing is therefore to optimize procurement by selecting good suppliers.
Contrary to the usual procurement behavior, the supplier does not try to motivate the buyer to buy, but the buyer takes the initiative. Buyer and supplier negotiate the current purchase conditions on the basis of current and future procurement needs. The purchasing company strives for a long-term, partnership-based relationship with the supplier.