Description

Book Synopsis
Location-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.

Table of Contents
1. Spatial Marketing and Geomarketing. 2. The Consumer�s Spatial Behavior. 3. The Spatial Marketing Mix. 4. Store Location and Georetailing. 5. Spatial Marketing, Geolocation and Mobile Marketing.

Location-Based Marketing: Geomarketing and

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    A Hardback by Gérard Cliquet, Jérôme Baray

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      View other formats and editions of Location-Based Marketing: Geomarketing and by Gérard Cliquet

      Publisher: ISTE Ltd and John Wiley & Sons Inc
      Publication Date: 31/03/2020
      ISBN13: 9781786305800, 978-1786305800
      ISBN10: 1786305801
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      Location-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.

      Table of Contents
      1. Spatial Marketing and Geomarketing. 2. The Consumer�s Spatial Behavior. 3. The Spatial Marketing Mix. 4. Store Location and Georetailing. 5. Spatial Marketing, Geolocation and Mobile Marketing.

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