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Another reason academics and practitioners should communicate more

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Bronenberg, Dhar, and Dube (2007), show that there is a large geographic variation in market shares and perceived quality levels of a large sample of "national" and "regional" brands across many consumer packaged goods categories. They demonstrate that their geographical findings are new to academics. This note shows that practitioners have been ahead of academics in this basic understanding. The author then shows how one point of real leverage is to allocate marketing resources geographically on the basis of market response. For practitioners, the geographical differences in market response are much more important than share differences because they are directly actionable and can impact profitability. The idea is to take resources away from low-response markets and put them into higher-response markets. There seems to be as much or more variation in market response to resources such as advertising and promotion than there is in market shares. The note concludes with a plea to have more interaction between academics and practitioners so that it does not take 15 years for important insights to cross from practice to academia (or vice versa).Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Brands Geography Consumer goods Market shares Market strategy
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data