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El. knyga: Location-Based Marketing: Geomarketing and Geolocation

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  • Formatas: EPUB+DRM
  • Išleidimo metai: 09-Apr-2020
  • Leidėjas: ISTE Ltd and John Wiley & Sons Inc
  • Kalba: eng
  • ISBN-13: 9781119721291
Kitos knygos pagal šią temą:
Location-Based Marketing: Geomarketing and GeolocationDidesnis paveikslėlis
  • Formatas: EPUB+DRM
  • Išleidimo metai: 09-Apr-2020
  • Leidėjas: ISTE Ltd and John Wiley & Sons Inc
  • Kalba: eng
  • ISBN-13: 9781119721291
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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.

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.
Preface ix
Introduction xi
Chapter 1 Spatial Marketing And Geomarketing
1(28)
1.1 Defining space
3(1)
1.2 From geomarketing to spatial marketing
4(10)
1.2.1 Spatial marketing: between economics and geography
5(2)
1.2.2 Definition of spatial marketing and geomarketing
7(2)
1.2.3 Content of spatial marketing and geomarketing
9(5)
1.3 Spatial marketing and geomarketing applications
14(3)
1.3.1 Applications in retail and mass distribution
15(1)
1.3.2 Applications in services
15(1)
1.3.3 Applications in marketing and utility management
16(1)
1.3.4 Other applications
16(1)
1.4 Geomarketing, techniques and software
17(9)
1.4.1 Uses of geomarketing software
17(1)
1.4.2 Geomarketing techniques
17(6)
1.4.3 Software and websites
23(3)
1.5 Conclusion
26(3)
Chapter 2 The Consumer's Spatial Behavior
29(40)
2.1 The main concepts of out-of-store spatial behavior
29(19)
2.1.1 Attraction, gravitation and spatial interaction
30(3)
2.1.2 Distance
33(4)
2.1.3 The notion of shopping trips
37(4)
2.1.4 The notion of mobility
41(2)
2.1.5 Ubiquity
43(1)
2.1.6 Other concepts related to the consumer's spatial behavior
44(4)
2.2 Models and theories of spatial consumer behavior outside the store
48(11)
2.2.1 Gravity modeling or customer stock management
49(10)
2.3 The consumer's in-store spatial behavior
59(8)
2.3.1 Research on the spatial behavior of consumers in stores
61(3)
2.3.2 The importance of an indoor spatial information system
64(3)
2.3.3 The CNIL's vision
67(1)
2.4 Conclusion
67(2)
Chapter 3 The Spatial Marketing Mix
69(38)
3.1 Spatial marketing and the marketing mix
69(4)
3.1.1 Strategic marketing and space
69(2)
3.1.2 Marketing mix and space
71(2)
3.2 Spatial approach to product management
73(11)
3.2.1 Spatial diffusion of products
74(1)
3.2.2 Geomerchandising
75(9)
3.3 Spatial approach to the price
84(10)
3.3.1 Space and prices
84(1)
3.3.2 The influence of geography on pricing
85(5)
3.3.3 Spatialized pricing policy or geopricing
90(4)
3.4 Spatial approach to sales force promotion and management
94(11)
3.4.1 Geo-advertising
95(6)
3.4.2 "Geopromotion of sales"
101(1)
3.4.3 Spatial management of salesforces
102(3)
3.5 Conclusion
105(2)
Chapter 4 Store Location And Georetailing
107(56)
4.1 Store location
108(22)
4.1.1 The location decision process
108(4)
4.1.2 Store location studies
112(18)
4.2 Location models and the use of geographic information systems
130(18)
4.2.1 The law of retail gravitation or Reilly's law
131(4)
4.2.2 Huffs model
135(2)
4.2.3 Competitive interaction models (MCI and subjective MCI model)
137(8)
4.2.4 Multiple location and allocation-location models
145(2)
4.2.5 The contribution of geomarketing to the location of points of sale
147(1)
4.2.6 The influence of the Internet on the location of points of sale
147(1)
4.3 Spatial strategies for locating points of sale
148(13)
4.3.1 The fundamental concepts of spatial strategies
149(1)
4.3.2 Between territorial coverage and the location speed of a point of sale network
150(4)
4.3.3 Expansion strategies for point of sale chains
154(2)
4.3.4 Merger and acquisition (M&A) strategies
156(2)
4.3.5 Expansion strategies and the role of the Internet
158(1)
4.3.6 Space, commercial urban planning and public policy
159(2)
4.4 Conclusion
161(2)
Chapter 5 Spatial Marketing, Geolocation And Mobile Marketing
163(22)
5.1 From e-commerce to mobile marketing
163(8)
5.1.1 E-commerce and distance
164(3)
5.1.2 The first approaches to mobile marketing
167(3)
5.1.3 Mobile marketing
170(1)
5.2 Mobile spatial marketing
171(7)
5.2.1 Proximity
172(1)
5.2.2 Mobility and geolocation
173(3)
5.2.3 Omnichannel
176(1)
5.2.4 Spatialized Big Data databases and their risks
177(1)
5.3 Mobile space marketing and space management by organizations
178(6)
5.3.1 Space marketing and logistics: the "last mile" issue
178(1)
5.3.2 Click and collect or drive
179(2)
5.3.3 Cannibalization and overlapping of sales areas
181(3)
5.4 Conclusion
184(1)
Conclusion 185(2)
References 187(44)
Index 231
Gérard Cliquet is Professor Emeritus at the University of Rennes 1, France. He is the author of numerous publications on marketing, retailing and franchising.
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