search query: @author Mehrotra, S. / total: 5
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| Author: | Mehrotra, S. |
| Title: | Strategic Regional Marketing: Two Plus Two Equals Six |
| Journal: | Journal of Advertising Research
1989 : DEC/1990 JAN, VOL. 29, p.9-17 |
| Index terms: | RESOURCE ALLOCATION MARKET SHARE BRAND LOYALTY |
| Language: | eng |
| Abstract: | Companies that market their products nationally can fully make use of the power of regional marketing for making strategic resource-allocation decisions. A framework is provided for strategically organizing markets and allocating resources. Headquarters and regional management can add synergy to the marketing process. |
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