Geomarketing : methods and strategies in spatial marketing

著者

    • Cliquet, Gérard
    • Hughes, Eugene

書誌事項

Geomarketing : methods and strategies in spatial marketing

edited by Gérard Cliquet ; [translated by Eugene Hughes]

（Geographical information systems series）

ISTE, 2006

タイトル別名

Le géomarketing : méthodes et stratégies du marketing spatial

大学図書館所蔵 件 / 全3件

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注記

Originally published in French: Hermes Science/Lavoisier, 2002

Includes bibliographical references and index

内容説明・目次

内容説明

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.

目次

Chapter 1. Spatial marketing (Gerard Cliquet). Part 1: Consumer behavior and geographic information. Chapter 2. Consumer spatial behavior (Delphine Dion and Gerard Cliquet). Chapter 3. Consumer values, lifestyles and geographic information (Valerie Charriere). 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 (Gerard Cliquet). Chapter 7. GIS and retail location models (Graham P. Clarke and Stuart Hayes). Chapter 8. Spatial strategies in retail and service activities (Gerard 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.

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