Cliquet Geomarketing

Methods and Strategies in Spatial Marketing
1. Auflage 2013
ISBN: 978-0-470-39446-5
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 328 Seiten, E-Book

This title describes the state of the art in all areas of spatialmarketing, discussing the various constituents which make up thegeography of markets.

Demand varies according to location and can be measuredaccording to revenue, the number of households, spending patternsand lifestyles. Supply is also dependent on position, becauseprices, services, products and available shops rely on location,while the difference between supply and demand is the rationale forthe role of the trader.

The book also covers the way geographic techniques help to solvemarketing problems and contains chapters written by contributorswith extensive experience in this field; given that it is crucialfor companies to direct their marketing correctly at their targetaudience, this will be indispensable reading for those involved inthis area.

Autoren/Hrsg.

Cliquet, Gérard

Inhaltsverzeichnis

Chapter 1. Spatial marketing (Gérard Cliquet).
Part 1: Consumer behavior and geographic information.
Chapter 2. Consumer spatial behavior (Delphine Dion andGérard Cliquet).
Chapter 3. Consumer values, lifestyles and geographicinformation (Valérie Charrière).
Chapter 4. Geomarketing and consumer behavior (Jean-PierreDouard).
Part 2: Retail location and geographic information.
Chapter 5. Store location research (Ian Clarke).
Chapter 6. Retail location models (Gérard Cliquet).
Chapter 7. GIS and retail location models (Graham P. Clarke andStuart Hayes).
Chapter 8. Spatial strategies in retail and service activities(Gérard Cliquet).
Part 3: Marketing management and geographicinformation.
Chapter 9. Price and geographic information (Pierre Desmet andMonique Zollinger).
Chapter 10. Advertising policy and geographic information(Karine Gallopel).
Chapter 11. Direct marketing and geographic information(Christine Petr).
Chapter 12. Products and geographic information:geo-merchandizing (Pierre Volle).
List of Contributors.
Index.

Über Autor(innen)

Gérard Cliquet is Professor of Marketing at the Institute of Business Administration (IGR-IAE) of the University of Rennes 1, France and Director of the Center for Research in Economics and Management (CREM), France. He is an expert in geomarketing and is advisor in this capacity to many large French companies. He is the author of eight books and numerous articles in national and international journals in the marketing and retailing fields.