Geomarketing
Methods and Strategies in Spatial Marketing
1. Auflage Februar 2006
328 Seiten, Hardcover
Wiley & Sons Ltd
This title describes the state of the art in all areas of spatial
marketing, discussing the various constituents which make up the
geography of markets.
Demand varies according to location and can be measured
according to revenue, the number of households, spending patterns
and lifestyles. Supply is also dependent on position, because
prices, services, products and available shops rely on location,
while the difference between supply and demand is the rationale for
the role of the trader.
The book also covers the way geographic techniques help to solve
marketing problems and contains chapters written by contributors
with extensive experience in this field; given that it is crucial
for companies to direct their marketing correctly at their target
audience, this will be indispensable reading for those involved in
this area.
Part 1: Consumer behavior and geographic information.
Chapter 2. Consumer spatial behavior (Delphine Dion and
Gérard Cliquet).
Chapter 3. Consumer values, lifestyles and geographic
information (Valérie Charrière).
Chapter 4. Geomarketing and consumer behavior (Jean-Pierre
Douard).
Part 2: Retail location and geographic information.
Chapter 5. Store location research (Ian Clarke).
Chapter 6. Retail location models (Gérard Cliquet).
Chapter 7. GIS and retail location models (Graham P. Clarke and
Stuart Hayes).
Chapter 8. Spatial strategies in retail and service activities
(Gérard Cliquet).
Part 3: Marketing management and geographic
information.
Chapter 9. Price and geographic information (Pierre Desmet and
Monique Zollinger).
Chapter 10. Advertising policy and geographic information
(Karine Gallopel).
Chapter 11. Direct marketing and geographic information
(Christine Petr).
Chapter 12. Products and geographic information:
geo-merchandizing (Pierre Volle).
List of Contributors.
Index.
