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Location-Based Marketing

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Location-Based Marketing

Geomarketing and Geolocation

Jérôme Baray, Gérard Cliquet

Wiley-ISTE
Publication date : 2020-04-09

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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.

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About the book

Author

Jérôme Baray , Gérard Cliquet

Imprint

Wiley-ISTE

Collection

n.c

Publication date

2020-04-09

Pages

260 pages

Print ISBN

9781786305800

Language

English

Ebook informations

EAN PDF

9781119721253

Price

£146.59

Copy count 0

Print count 260

File size 10772 Ko

Informations accessibility

EAN EPUB

9781119721291

Price

£146.59

Copy count 0

Print count 260

File size 1536 Ko

Informations accessibility

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About author(s)

Jérôme Baray

Gérard Cliquet

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