Reverse marketing is the concept of making the customer

Customer

A customer is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services...

 seek the firm rather than marketers seeking the customer. Usually, this is done through traditional means of advertising, such as television advertisement

Television advertisement

A television advertisement or television commercial, often just commercial, advert, ad, or ad-film – is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product...

s, print magazine

Magazine

Magazines, periodicals, glossies or serials are publications, generally published on a regular schedule, containing a variety of articles. They are generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three...

 advertisements and online media

Electronic media

Electronic media are media that use electronics or electromechanical energy for the end-user to access the content. This is in contrast to static media , which today are most often created electronically, but don't require electronics to be accessed by the end-user in the printed form...

. Reverse marketing works mainly on the basis of the Law of Attraction. While marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 mainly deals with finding the right set of customer

Customer

A customer is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services...

s and targeting

Targeted advertising

Targeted advertising is a type of advertising whereby advertisements are placed so as to reach consumers based on various traits such as demographics, purchase history, or observed behavior....

them, Reverse marketing deals with strategies that would make the customer find the company offering the product.

Leenders and Blenkhorn define Reverse Marketing as "an aggressive and imaginative approach to achieving supply objectives. The purchaser makes the initiative in making the proposal."