Effective promotional strategy through decentralization
Journal of the Academy of Marketing Science · 1973 · Volume 1 · Issue 1
Abstract
The suggestion to decentralize the planning of promotional strategy has been presented against the background of a national market, consisting of purchase decision makers who are influenced in their choices by different cultures, peculiar to the regions in which they operate. Thus, a separate promotional strategy for each region would appear to be warranted. The significance of this suggestion is further amplified by the experience of most firms of an uneven market share throughout the territories they serve. Other possible causes were presented, in addition to differences in regional cultures. The future growth of regional markets was brought out, as a further factor to indicate the potential importance of the article's main idea.Certain issues have not been presented in this article, and may be worthy of further research. Some of them are the calibre and training of the personnel required for this type of program, at the regional and territorial levels; the interface between them and the firm as they perform the planning function; the criteria by which they may judge which strategies to recommend; and the kind of marketing organizations that will be needed in the future.
Keywords
Promotional Strategy, Marketing Manager, Personal Selling, Direct Mail, Marketing Organization
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