Location-based marketing: geomarketing and geolocation

✍ Scribed by Baray, Jérôme; Cliquet, Gérard

• Publisher: ISTE; Newark : Wiley
• Year: 2020
• Tongue: English
• Leaves: 265
• Series: Information systems web and pervasive computing series
• Category: Library

✦ 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

Cover......Page 1
Half-Title Page......Page 3
Title Page......Page 5
Copyright Page......Page 6
Contents......Page 7
Preface......Page 11
Introduction......Page 13
1. Spatial Marketing and Geomarketing......Page 19
1.1. Defining space......Page 21
1.2. From geomarketing to spatial marketing......Page 22
1.2.1. Spatial marketing: between economics and geography......Page 23
1.2.2. Definition of spatial marketing and geomarketing......Page 25
1.2.3. Content of spatial marketing and geomarketing......Page 27
1.3. Spatial marketing and geomarketing applications......Page 32
1.3.2. Applications in services......Page 33
1.3.4. Other applications......Page 34
1.4.2. Geomarketing techniques......Page 35
1.4.3. Software and websites......Page 41
1.5. Conclusion......Page 44
2.1. The main concepts of out-of-store spatial behavior......Page 47
2.1.1. Attraction, gravitation and spatial interaction......Page 48
2.1.2. Distance......Page 51
2.1.3. The notion of shopping trips......Page 55
2.1.4. The notion of mobility......Page 59
2.1.5. Ubiquity......Page 61
2.1.6. Other concepts related to the consumer’s spatial behavior......Page 62
2.2. Models and theories of spatial consumer behavior outside the store......Page 66
2.2.1. Gravity modeling or customer stock management......Page 67
2.3. The consumer’s in-store spatial behavior......Page 77
2.3.1. Research on the spatial behavior of consumers in stores......Page 79
2.3.2. The importance of an indoor spatial information system......Page 82
2.4. Conclusion......Page 85
3.1.1. Strategic marketing and space......Page 87
3.1.2. Marketing mix and space......Page 89
3.2. Spatial approach to product management......Page 91
3.2.1. Spatial diffusion of products......Page 92
3.2.2. Geomerchandising......Page 93
3.3.1. Space and prices......Page 102
3.3.2. The influence of geography on pricing......Page 103
3.3.3. Spatialized pricing policy or geopricing......Page 108
3.4. Spatial approach to sales force promotion and management......Page 112
3.4.1. Geo-advertising......Page 113
3.4.2. “Geopromotion of sales”......Page 119
3.4.3. Spatial management of salesforces......Page 120
3.5. Conclusion......Page 123
4. Store Location and Georetailing......Page 125
4.1.1. The location decision process......Page 126
4.1.2. Store location studies......Page 130
4.2. Location models and the use of geographic information systems......Page 148
4.2.1. The law of retail gravitation or Reilly’s law......Page 149
4.2.2. Huff’s model......Page 153
4.2.3. Competitive interaction models (MCI and subjective MCI model)......Page 155
4.2.4. Multiple location and allocation-location models......Page 163
4.2.6. The influence of the internet on the location of points of sale......Page 165
4.3. Spatial strategies for locating points of sale......Page 166
4.3.1. The fundamental concepts of spatial strategies......Page 167
4.3.2. Between territorial coverage and the location speed of a point of sale network......Page 168
4.3.3. Expansion strategies for point of sale chains......Page 172
4.3.4. Merger and acquisition (M&A) strategies......Page 174
4.3.5. Expansion strategies and the role of the Internet......Page 176
4.3.6. Space, commercial urban planning and public policy......Page 177
4.4. Conclusion......Page 179
5.1. From e-commerce to mobile marketing......Page 181
5.1.1. E-commerce and distance......Page 182
5.1.2. The first approaches to mobile marketing......Page 185
5.1.3. Mobile marketing......Page 188
5.2. Mobile spatial marketing......Page 189
5.2.1. Proximity......Page 190
5.2.2. Mobility and geolocation......Page 191
5.2.3. Omnichannel......Page 194
5.2.4. Spatialized Big Data databases and their risks......Page 195
5.3.1. Space marketing and logistics: the “last mile” issue......Page 196
5.3.2. Click and collect or drive......Page 197
5.3.3. Cannibalization and overlapping of sales areas......Page 199
5.4. Conclusion......Page 202
Conclusion......Page 203
References......Page 205
Index......Page 249
Other titles from iSTE in Information Systems, Web and Pervasive Computing......Page 253
EULA......Page 263