• 주류산업
• /
• v.26 no.4 s.90
• /
• pp.2-17
• /
• 2006

• 주류산업
• /
• v.27 no.3 s.93
• /
• pp.2-15
• /
• 2007

• The Journal of Information Technology
• /
• v.7 no.4
• /
• pp.71-87
• /
• 2004

The present paper attempts to describe Area Marketing and develop an empirical model for Alcoholic Company. The focus is given on the several area in Korea. With both empirical case studies ad literature review, we aim to develop empirical case and propose a desirable area marketing strategy for specific area Area Market Research was adopted for several Area as an environment analysis and the action plan about sales promotion that each area was developed. After It was implemented for 5 years(1999-2003). The Jiro made a results as follow: The first is sales volume. It was risen Market Share 55.3%(2004.11) more than 38%(1998). The second is Relationship with retailer(wholesaler) and CRM(customer relationship management effects: Loyal customer was increased). The last one is Brand Power which was extended than before.