USE OF GEOMARKETING FOR FINDING A SOLUTION FOR SEGMENTATION AND MARKET TARGETING
Keywords:
geomarketing, Geographical Information System, marketing analysisAbstract
Geomarketing puts together marketing oriented information with an advanced technologies of Geographical Information System (GIS). Tasks of market targeting (segmentation, targeting, positioning) are solvable only with an use of detailed market information and with an use of sophisticated statistical tools. This paper presents some of less used possibilities of geomarketing that use combination of marketing database data, interpretation abilities of Geographic Information System, tools for cluster analysis and tools for solution of location or allocation problem.
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References
[1] SCHÜSSLER, F.: Geomarketing - Anwendungen Geographischer Informationssysteme
im Einzelhandel. Tectum Verlag , ISBN 3-8288-8174-2
[2] CLICQUET G.: Geomarketing - Methods and Strategies in Spatial Marketing, Handbuch
Geomarketing, ISBN 978-1-905209-07-1
[3] KOTLER P., KELLER, K.L.: Marketing management. Grada publishing. Česká verzia.
2007. ISBN 978-80-247-1359-5
[4] HRNČIAR, M., ŠKVAREK, O.: Zhlukovanie objektov pre posudzovanie kvality
komunikačnej obsluhy územia. In: Zborník medzinárodnej vedeckej konferencie Riadenie
a informatika v novom tisícročí. Žilina. 2000. s.191-197. ISBN 80-7100-780-3
[5] JANÁČEK, J.: Navrhování obslužných systémů s poptávkou omezenou vzdáleností.
Transport & Logistics, Košice, 2007, ISSN 1451-107X
im Einzelhandel. Tectum Verlag , ISBN 3-8288-8174-2
[2] CLICQUET G.: Geomarketing - Methods and Strategies in Spatial Marketing, Handbuch
Geomarketing, ISBN 978-1-905209-07-1
[3] KOTLER P., KELLER, K.L.: Marketing management. Grada publishing. Česká verzia.
2007. ISBN 978-80-247-1359-5
[4] HRNČIAR, M., ŠKVAREK, O.: Zhlukovanie objektov pre posudzovanie kvality
komunikačnej obsluhy územia. In: Zborník medzinárodnej vedeckej konferencie Riadenie
a informatika v novom tisícročí. Žilina. 2000. s.191-197. ISBN 80-7100-780-3
[5] JANÁČEK, J.: Navrhování obslužných systémů s poptávkou omezenou vzdáleností.
Transport & Logistics, Košice, 2007, ISSN 1451-107X
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Published
2010-04-19
How to Cite
Hrnčiar, M. ., & Matis, P. (2010). USE OF GEOMARKETING FOR FINDING A SOLUTION FOR SEGMENTATION AND MARKET TARGETING. Perner’s Contacts, 5(1), 95–103. Retrieved from https://pernerscontacts.upce.cz/index.php/perner/article/view/943
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Copyright (c) 2020 Miroslav Hrnčiar##common.commaListSeparator##Peter Matis
This work is licensed under a Creative Commons Attribution 4.0 International License.
