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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