Location-based marketing: geomarketing and geolocation

By:

Cliquet, Gerard

Material type: Text

TextPublication details: John Wiley & Sons, Inc. New Jersey 2020Description: vii, 334 pISBN:

9781786305800

Subject(s):

DDC classification:

658.8 CLI

Summary: DESCRIPTION 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.

List(s) this item appears in: Marketing | HR & OB

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 CLI (Browse shelf(Opens below))	1	Available		002952

TABLE OF CONTENTS
1. 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.

DESCRIPTION
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.

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