Location-Based Marketing

Geomarketing and Geolocation

Gérard Cliquet (Autor)

Buch | Hardcover

260 Seiten

2020
ISTE Ltd and John Wiley & Sons Inc (Verlag)
978-1-78630-580-0 (ISBN)

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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.

Gérard Cliquet is Professor Emeritus at the University of Rennes 1, France. He is the author of numerous publications on marketing, retailing and franchising.

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.

Erscheinungsdatum	02.04.2020
Co-Autor	Jérôme Baray
Verlagsort	London
Sprache	englisch
Maße	163 x 239 mm
Gewicht	544 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-78630-580-1 / 1786305801
ISBN-13	978-1-78630-580-0 / 9781786305800
Zustand	Neuware