http://www.ef.uns.ac.rs/Download/planiranje-logistickih-cent...
Na 60. strani u fus noti možete pronaći objašnjenje termina upstream and downstream markets.
11 Engleski izraz »upstream« i » downstream« je teško opisati rečima. »Upstream « možemo definisati kao posmatranje
lanca nabavke (ne gledajući predmet posmatranja) po »gornjem toku«, što znači da lanac nabavke posmatramo u
suprotnom pravcu toka robe – što je od konačnog potrošača preko osrednjeg preduzeća do početnog dobaljača. 12 » Downstream « znači posmatranje lanca snabdevanja po »donjem toku«, što znači da lanac snabdevanja posmatramo u
pravcu toka robe – dakle, od početnog dobavljača preko osrednjeg preduzeća i do konačnog potrošača.

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Note added at 18 hrs (2017-04-10 11:30:01 GMT)
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http://www.orthoconnections.com/upstream-vs-downstream-marke...

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Note added at 18 hrs (2017-04-10 11:31:34 GMT)
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Downstream marketing is what most people view as ‘classic marketing’. It focuses on short-term sales and supporting direct sales forces.

It involves advertising, promotion, brand-building and communicating with customers through public relations, trade shows and face-to-face.

While these activities are important they are primarily downstream in nature. They enhance a product or service that already exists.

This style of marketing is most common in business.

Downstream marketeers are often marketing products which are handed to them from product teams. They rarely have any say over what they will market, and are measured on signups, leads, or total sales.