Spatial diffusion aspects of marketing strategies ( Ohio).

Abstract

Addresses the roles of those public and private change agencies which employ various mechanisms to enable and induce adoption of innovations. In particular, five marketing mechanisms are examined: the location of marketing agencies; the development of infrastructure; pricing; promotional communications; and market segmentation. These mechanisms, both individually and through their interaction, are hypothesized to affect significantly spatial point patterns of diffusion in a predictable fashion. Summarizes the theoretical literature then turns to the diffusion of four agricultural innovations in a portion of Eastern Ohio. -from Author