search query: @indexterm regional differences / total: 133
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| Author: | Linneman, R. E. Stanton, Jr. J. L. |
| Title: | A game plan for regional marketing |
| Journal: | Journal of Business Strategy
1992 : NOV-DEC, VOL. 13:6, p. 19-25 |
| Index terms: | MARKETING MARKET SEGMENTATION REGIONAL DIFFERENCES COMMUNICATION |
| Language: | eng |
| Abstract: | Should a company consider taking a niche-marketing approach to fragmented national markets? Regional marketing is not for every firm or for every product or service. Here are the pluses to consider, as well as the pitfalls that must be overcome, before wading into regional waters. Six important rules for regional marketing are offered: analyzing the market, using an evolutionary approach, developing a national strategy, decentralizing, choosing the right regional managers and building good communications network! |
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