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| Author: | Ingene, C. Parry, M. |
| Title: | A note on multi-regional marketing |
| Journal: | Management Science
1995 : JUL, VOL. 41:7, p. 1194-1201 |
| Index terms: | MANAGEMENT MARKETING RESOURCE ALLOCATION |
| Language: | eng |
| Abstract: | This paper examines the profit maximizing behavior of a vertically integrated firm that operates in "n" geographically distinct regions. A pair of alternative managerial decision scenarios are considered. In one scenario, all marketing mix variables are manipulated at the regional level, so that each region may choose different levels of each marketing variable. In the second scenario, one marketing variable is manipulated "globally" so that its level is identical in all regions. |
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