GIS and Geomarketing - Methods and Strategies in Spatial Marketing
Chapter 1. Spatial Marketing
Chapter 2. Consumer Spatial Behavior
Chapter 3. Consumer Values, Lifestyles and Geographic Information
Chapter 4. Geomarketing and Consumer Behavior
Chapter 5. Geographical Information in Retail Location Studies:A Managerial Perspective.
Chapter 6. Retail Location Models
Chapter 7. GIS and Retail Location Models
Chapter 8. Spatial Strategies in Retail and Service Activities
Chapter 9. Price and Geographic Information.
Chapter 10. Advertising Policy and Geographic Information
Chapter 11. Direct Marketing and Geographic Information
Chapter 12. Products and Geographic Information:Geo-Merchandizing
the importance of space in marketing decisions and, on the other hand, the stakes of geomarketing and, beyond that, the contribution that marketing can expect from geography, as long as it does not wait too long.
Geographic data, as well as a certain number of concepts and methods used in geography for years would, and already do, allow the resolution of problems posed by the increasing spatial dispersion of markets from companies and even amongst the companies themselves.
Of course, the most common of geographical techniques remains connected to retail location decisions and marketing researchers have significantly contributed to the advance of knowledge in this domain. However, there has been a definite delay in the implementation of these techniques, especially in continental Europe, and especially in the business world. Nevertheless, the contributions of geomarketing techniques and the software devoted to them have at least made decision-makers cognizant of the vast realm of possibilities at their disposal.
Other applications are, however, already underway with some, including advertising and direct marketing applications, being the product of companies themselves. Price remains a delicate subject and its spatializing will probably have to wait, except on the international level where the opening of borders is more likely to smooth tariff policies. Finally, one can sense the dawning of a geo-merchandizing that is likely to revolutionize both the range and nature of the negotiations between manufacturer and retailer. The reader may be surprised at not finding a chapter on using geomarketing in managing the sales force. A certain number of companies have launched themselves into this adventure, as reported in certain professional reviews [PAC 97], but researchers have carried out few observations of this development, making it a rather rich field for research and applications