Geomarketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Geomarketing write by Gérard Cliquet. This book was released on 2013-03-04. Geomarketing available in PDF, EPUB and Kindle. This title describes the state of the art in all areas of spatial marketing, discussing the various constituents which make up the geography of markets. Demand varies according to location and can be measured according to revenue, the number of households, spending patterns and lifestyles. Supply is also dependent on position, because prices, services, products and available shops rely on location, while the difference between supply and demand is the rationale for the role of the trader. The book also covers the way geographic techniques help to solve marketing problems and contains chapters written by contributors with extensive experience in this field; given that it is crucial for companies to direct their marketing correctly at their target audience, this will be indispensable reading for those involved in this area.
The Use of Geomarketing for the Location and Branch Network Planning on the Example Porsche. A Critical Examination of the Applicability of the Current State of Research
The Use of Geomarketing for the Location and Branch Network Planning on the Example Porsche. A Critical Examination of the Applicability of the Current State of Research - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Use of Geomarketing for the Location and Branch Network Planning on the Example Porsche. A Critical Examination of the Applicability of the Current State of Research write by Lars Steilmann. This book was released on 2017-10-23. The Use of Geomarketing for the Location and Branch Network Planning on the Example Porsche. A Critical Examination of the Applicability of the Current State of Research available in PDF, EPUB and Kindle. Bachelor Thesis from the year 2015 in the subject Business economics - Business Management, Corporate Governance, grade: 2,0, University of Applied Sciences Essen, language: English, abstract: This thesis with the topic is about Geomarketing theory and its approach in the automotive industry, more specifically surveyed on one explicit example of Porsche. The automotive industry is experiencing a development from a sellers' market to a buyers' market, as evident in the marginal increase of registration figures in recent years and in the additional price pressure on the car market. Equivalently, the increasing degree of individualization in society and thus the differentiation of demand, is leading to a breakdown of markets into smaller market segments to which the car manufacturers have to deal with. This prevailing pressure also affects the management level and causes the need to make the right decisions and avoid failures. Analogue to these developments two trends in marketing have gained significance in recent decades. On the one hand, the increasing data and information sets, which allow improved screening of the market, have gained importance. On the other hand, there is the technological development that enables assimilating large amounts of internal and external data on the basis of spatial structures. As a result of this development, the instrument Geomarketing has been established. This thesis deals with the elaborate assessment of the application of Geomarketing within location as well as branch network planning and practice. More specifically, this thesis handles the approach of the car manufacturer Porsche AG. The overall aim of the paper is to explain the role of Geomarketing for strategic planning processes in an automotive company with special focus on location and branch network decisions. The aim also is to find out how far Geomarketing causes benefits.
Location-Based Marketing
Location-Based Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Location-Based Marketing write by Gérard Cliquet. This book was released on 2020-03-31. Location-Based Marketing available in PDF, EPUB and Kindle. 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.
Enhancing Customer Engagement Through Location-Based Marketing
Enhancing Customer Engagement Through Location-Based Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Enhancing Customer Engagement Through Location-Based Marketing write by Singh, Amandeep. This book was released on 2023-03-07. Enhancing Customer Engagement Through Location-Based Marketing available in PDF, EPUB and Kindle. Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptics question whether location-based marketing (LBM) will cause consumer burn-out and violate consumer privacy if the data that is gathered through LBM is not used, shared, protected, and stored properly. Companies engaging in LBM should take measures to ensure customer privacy through stringent opt-in policies and security safeguards. Enhancing Customer Engagement Through Location-Based Marketing presents the main techniques of geo-marketing, introduces the idea of a "geo-marketing mix,” and develops the mobile marketing concept based on geolocation techniques. Covering key topics such as data management, augmented location, and mobile targeting, this premier reference source is ideal for business owners, entrepreneurs, managers, marketers, policymakers, researchers, academicians, practitioners, scholars, instructors, and students.
Digital Transformation Initiatives for Agile Marketing
Digital Transformation Initiatives for Agile Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Digital Transformation Initiatives for Agile Marketing write by Maravilhas, Sérgio. This book was released on 2024-10-16. Digital Transformation Initiatives for Agile Marketing available in PDF, EPUB and Kindle. In the rapidly evolving digital landscape, businesses today face an imperative to adapt and innovate continuously. Digital transformation is at the core of this evolution. It enables organizations to rethink and redesign their operations, processes, and customer interactions. Within this context, marketing has seen a profound shift, with agile methodologies and advanced technologies redefining traditional practices. It is imperative to explore the intersection of these critical areas. Digital Transformation Initiatives for Agile Marketing explores the various aspects of marketing and digital transformation, including how technology is changing the way marketers operate, how businesses can leverage data to improve customer engagement, and the challenges and opportunities that com with implementing digital transformation initiatives. It also discusses new marketing tendencies related to technology, people, and processes. Covering topics such as artificial intelligence, customer experience, and omnichannel marketing, this book is an excellent resource for marketers, business leaders, academicians, researchers, educators, graduate and postgraduate students, and more.
