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About this product
Product Identifiers
PublisherWiley & Sons, Incorporated, John
ISBN-101786305801
ISBN-139781786305800
eBay Product ID (ePID)21038612106
Product Key Features
Number of Pages260 Pages
Publication NameLocation-Based Marketing : Geomarketing and Geolocation
LanguageEnglish
SubjectMarketing / General
Publication Year2020
TypeTextbook
AuthorGérard Cliquet, Jérôme Baray
Subject AreaBusiness & Economics
FormatHardcover
Dimensions
Item Height0.7 in
Item Weight16.7 Oz
Item Length9.2 in
Item Width6.1 in
Additional Product Features
Intended AudienceScholarly & Professional
LCCN2019-957599
IllustratedYes
Table Of Content1. Spatial Marketing and Geomarketing. 2. The Consumers Spatial Behavior. 3. The Spatial Marketing Mix. 4. Store Location and Georetailing. 5. Spatial Marketing, Geolocation and Mobile Marketing.
SynopsisLocation-based Marketing outlines the main concepts, methods and strategies for implementing spatial marketing, also known as geomarketing. With an emphasis on the value of mapping in marketing decision-making, this book demonstrates the importance of a more spatialized view of these decisions, in order to best respond to market realities - whether local or international. The main techniques of geomarketing are presented along with an understanding of the spatial behavior of consumers, both outside the point of sale and in stores. The book further introduces the idea of a "geomarketing mix", which spatializes product innovations, merchandising, pricing and various aspects of promotion. Finally, the book defines what real georetailing comprises and develops the concept of mobile marketing based on geolocation techniques.
LC Classification NumberHF5415.C54215 2020
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