Two principal criteria are identified and used to evaluate regional resource allocation in marketing for economic development: efficiency, an economic dimension, and distributive justice, a polity dimension. The political-economy framework is used to examine the effects of a region's power distribution on the tension between the search for efficiency and freedom at the individual marketing agent (micro) level and efficiency and distributive justice at the societal (macro) level. Program coordination and constituency input/participation, two dimensions characterizing alternative organizational approaches for regional macromarketing planning and implementation, are then used to propose a contingency framework to examine their effects on efficiency and distributive justice. The combination of high coordination and high participation found in "pluralistic coalitions" is identified as the organizational alternative that can best achieve both efficiency and distributive justice concurrently. In conclusion, ways of institutionalizing such pluralistic coalitions are examined.
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