A Game Plan for Regional Marketing
Robert E. Linneman
(Professor of marketing at Saint Joseph's University in Philadelphia)
John L. Stanton Jr.
(Professor of marketing at Saint Joseph's University in Philadelphia)
474
Abstract
Don't confuse regional marketing with selling spicier soup in Texas, reorganizing the sales force by regions to gain more control, or spending significant dollars in a local market. Regional marketing represents a major philosophic change. It's a precision target marketing approach (some might call it niche marketing) to fragmented national markets.
Citation
Linneman, R.E. and Stanton, J.L. (1992), "A Game Plan for Regional Marketing", Journal of Business Strategy, Vol. 13 No. 6, pp. 19-25. https://doi.org/10.1108/eb039523
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited