Strategies for the Promotion and Diffusion of Consumer Goods and Services: An Overview

Semple, R. Keith; Brown, Lawrence A.; Brown, Marilyn A.

doi:10.1177/016001767700200107

International Regional Science Review

1977

DOI: 10.1177/016001767700200107

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Strategies for the Promotion and Diffusion of Consumer Goods and Services: An Overview

R. Keith Semple

Lawrence A. Brown

Marilyn A. Brown

Abstract: THIS PAPER DISCUSSES MANY FACTORS WHICH AFFECT AGENCY STRATEGIES FOR THE PROMOTION AND DIFFUSION OF CONSUMER GOODS AND SERVICES. IT EXAMINES STRATEGIES FOR MARKET SELECTION, INFRASTRUCTURE DEVELOPMENT, PRICE DETERMINATION AND PROMOTIONAL COMMUNICATION. ALSO DISCUSSED ARE CHARACTERISTICS OF THE GOODS AND SERVICES, AGENCY ATTRIBUTES, THE LIFE CYCLE OF GOODS AND SERVICES WITH THE ASSOCIATED INFORMATIONAL FEEDBACK MECHANISMS, AND THE IMPACT OF THE SPATIAL EXTENT OF INNOVATION DIFFUSION ON STRATEGY FORMULATIONS.

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1979

1983

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Cited by 2 publications

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Marketing as Diffusion in a Single Population

Ralston

1979

Geographical Analysis

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The marketing of goods is a case of innovation diffusion and has been treated as such [ I , 3, 4, 5, 6, 7, 81. Marketing is an effort to get people to purchase a good, and sales of that good can be looked on as a measure of adoption. There are two basic approaches to marketing diffusion theory: an aspatial approach and a spatial approach. The goal of this paper is to present both views, m.d to show how they can be integrated into a single theory. The results are quite rich, in that they indicate the relationship between marketing budgets, price of goods, intensity of advertising, the rate of interest, and the spatial distribution of marketing policies. THE ASPATIAL VIEWAdvertising theorists have taken the view that profits are a function of the following: selling price P; demand at time t, x(t); the cost of inducing that demand C(.); and the interest rate r. Demand is generated in two ways: through advertising at any given time u( t), and through retirement; i.e., the rate k at which previous consumers must replace the product. From a communica-

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Marketing as Diffusion in a Single Population

Ralston

1979

Geographical Analysis

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Technology and Regional Development: A Survey

Malecki

1983

International Regional Science Review

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This paper reviews the literature on the role of technology and technological change in regional development. Three specific themes are identified. First, traditional approaches to technology include those found in models of regional growth, in analyses of innovation diffusion, and in economic analysis of technological change. Second, recent research on regional development has involved technology from two perspectives—that of regional economic structure and that of innovation in the strategies and management of large corporations. Third, the underdevelopment of Third World countries has been attributed in part to technological dependence. The possibilities are abundant for research that would add to current understanding of regional development in an age of rapid technological change.

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Strategies for the Promotion and Diffusion of Consumer Goods and Services: An Overview

Cited by 2 publications

References 16 publications

Marketing as Diffusion in a Single Population

Marketing as Diffusion in a Single Population

Technology and Regional Development: A Survey

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