Оглавление
Gérard Cliquet. Location-Based Marketing
Table of Contents
List of Tables
List of Illustrations
Guide
Pages
Location-based Marketing. Geomarketing and Geolocation
Preface
Introduction
1. Spatial Marketing and Geomarketing
1.1. Defining space
1.2. From geomarketing to spatial marketing
1.2.1. Spatial marketing: between economics and geography
1.2.2. Definition of spatial marketing and geomarketing
1.2.2.1. Definition of spatial marketing
1.2.2.2. Definition of geomarketing
1.2.3. Content of spatial marketing and geomarketing
1.2.3.1. Local versus global
1.2.3.2. Standardization versus adaptation
1.2.3.3. The fields of spatial marketing
1.2.3.3.1. The consumer’s spatial behavior
1.2.3.3.2. Spatial marketing studies
1.2.3.3.3. Strategy and spatial marketing
1.2.3.3.4. Spatial marketing management
1.3. Spatial marketing and geomarketing applications
1.3.1. Applications in retail and mass distribution
1.3.2. Applications in services
1.3.3. Applications in marketing and utility management
1.3.4. Other applications
1.4. Geomarketing, techniques and software
1.4.1. Uses of geomarketing software
1.4.2. Geomarketing techniques
1.4.2.1. Geographic information systems, technical bases of geomarketing
1.4.2.2. Some statistical tools for geomarketing
1.4.2.3. Simulation systems
1.4.3. Software and websites
1.4.3.1. Geomarketing software and services
1.4.3.2. Websites and geomarketing platforms
1.5. Conclusion
2. The Consumer’s Spatial Behavior
2.1. The main concepts of out-of-store spatial behavior
2.1.1. Attraction, gravitation and spatial interaction
2.1.2. Distance
2.1.2.1. Geographical and temporal distance
2.1.2.2. Distance in psychosociology
2.1.2.2.1. Social or sociospatial distance
2.1.2.2.2. Psychological distance
2.1.2.2.3. Cultural distance
2.1.2.2.4. Psychic distance
2.1.2.2.5. Institutional distance
2.1.3. The notion of shopping trips
2.1.3.1. The omnichannel path
2.1.3.2. The ROBO or ROPO path
2.1.4. The notion of mobility
2.1.4.1. Complex mobility
2.1.4.2. Inequalities in mobility
2.1.5. Ubiquity
2.1.6. Other concepts related to the consumer’s spatial behavior
2.1.6.1. The market area
2.1.6.2. Store trading area and consumer supply area
2.1.6.3. The principle of spatial indifference
2.1.6.4. Market saturation and sales leakage
2.1.6.5. Customer stock and customer flows
2.2. Models and theories of spatial consumer behavior outside the store
2.2.1. Gravity modeling or customer stock management
2.2.1.1. The deterministic approach
2.2.1.2. The probabilistic approach
2.2.1.2.1. Huff’s model
2.2.1.2.2. The MCI model
2.2.1.3. Subjective approach and attraction models
2.2.1.3.1. The MCI or subjective MICS model
2.2.1.3.2. The theory of information integration
2.2.1.4. Customer flows
2.2.1.4.1. Consumer mobility and “temporary” attraction
2.2.1.4.2. Modeling the temporary attraction for new location strategies
2.3. The consumer’s in-store spatial behavior
2.3.1. Research on the spatial behavior of consumers in stores
2.3.1.1. The use of RFID
2.3.1.2. The use of the PDA
2.3.1.3. The use of mobile phones
2.3.1.4. The use of an intelligent mechatronic system
2.3.2. The importance of an indoor spatial information system
2.3.2.1. The configuration of an indoor spatial information system
2.3.2.2. Spatial information systems and consumer paths
2.3.2.3. Store-visit and store-purchase conversions
2.3.2.4. Consumer shopping speed
2.3.3. The CNIL’s vision
2.4. Conclusion
3. The Spatial Marketing Mix
3.1. Spatial marketing and the marketing mix
3.1.1. Strategic marketing and space
3.1.2. Marketing mix and space
3.1.2.1. The design of a value proposition
3.1.2.2. The consideration of the offer
3.1.2.3. The provision of the offer
3.1.2.4. Attraction to the offer
3.1.2.5. Spatializing the marketing mix
3.2. Spatial approach to product management
3.2.1. Spatial diffusion of products
3.2.1.1. The role of space in the diffusion of products
3.2.1.2. Other product diffusion factors
3.2.2. Geomerchandising
3.2.2.1. From merchandising to geomerchandising
3.2.2.1.1. The implementation of geomerchandising
3.2.2.1.2. The role of assortment in the attraction of points of sale
3.2.2.2. The application of geomerchandising
3.2.2.2.1. An external and internal geomerchandising application
3.2.2.2.2. A strictly external geomerchandising application
3.2.2.2.3. External geomerchandising and environment
3.2.2.2.4. From geomerchandising to retail managerial benchmarking
3.2.2.2.5. An application using an agent-based model
3.2.2.3. Geomerchandising and store location
3.2.2.2.4. Geomerchandising and interior design of the store
3.3. Spatial approach to the price
3.3.1. Space and prices
3.3.2. The influence of geography on pricing
3.3.2.1. The geography of costs
3.3.2.1.1. Transport costs
3.3.2.1.2. Logistics
3.3.2.1.3. Tax system and standards
3.3.2.2. The geography of competition
3.3.2.2.1. Local competition
3.3.2.2.2. International competition
3.3.2.3. The geography of demand
3.3.2.3.1. Demand and political geography
3.3.2.3.2. Demand and product geography
3.3.2.3.3. Demand geography and “country of origin”
3.3.3. Spatialized pricing policy or geopricing
3.3.3.1. Spatialized price theories
3.3.3.2. Between theories and realities
3.3.3.3. And on the shelves of store gondolas?
3.3.3.4. The influence of digital technology on pricing
3.3.3.4.1. Yield/revenue management
3.3.3.4.2. Price comparisons
3.4. Spatial approach to sales force promotion and management
3.4.1. Geo-advertising
3.4.1.1. Direct marketing and geomarketing
3.4.1.2. Display and geomarketing
3.4.1.3. Cinema advertising and geomarketing
3.4.1.4. Press advertising and geomarketing
3.4.1.5. Radio advertising and geomarketing
3.4.1.6. Television advertising and geomarketing
3.4.1.7. Internet advertising and geomarketing
3.4.2. “Geopromotion of sales”
3.4.3. Spatial management of salesforces
3.5. Conclusion
4. Store Location and Georetailing
4.1. Store location
4.1.1. The location decision process
4.1.1.1. Location decisions
4.1.1.2. Location techniques
4.1.1.3. The main concepts related to location
4.1.1.3.1. The retail company’s strategy
4.1.1.3.2. National or regional market and market area
4.1.1.3.3. Site and sales potential
4.1.1.3.4. Reticulation, chain and network
4.1.2. Store location studies
4.1.2.1. The opportunity study
4.1.2.2. The study of global markets
4.1.2.2.1. The market research approach to store location
4.1.2.2.2. General study of potential markets
4.1.2.3. Study of market areas
4.1.2.3.1. The methodology of market area research
4.1.2.3.2. Secondary data
4.1.2.3.3. Assessment of the saturation of a market area
4.1.2.3.4. The method of analyzing purchasing flows
4.1.2.4. The site study
4.1.2.4.1. Delimitation of the trading area
4.1.2.4.2. Other techniques for delimiting the trading area
4.1.2.4.3. Site evaluation and selection
4.1.2.4.4. Sales forecasting
4.1.2.5. The feasibility study
4.2. Location models and the use of geographic information systems
4.2.1. The law of retail gravitation or Reilly’s law
4.2.2. Huff’s model
4.2.3. Competitive interaction models (MCI and subjective MCI model)
4.2.3.1. The MCI (Multiplicative Competitive Interaction) model
4.2.3.2. The subjective MCI model
4.2.3.3. Difficulties in implementing competitive spatial interaction models
4.2.3.3.1. The gravitational foundation
4.2.3.3.2. Geographical breakdown
4.2.3.3.3. The characteristics of the scales
4.2.3.3.4. The violation of the IAA hypothesis
4.2.3.3.5. Non-response problem and Bayesian statistics
4.2.4. Multiple location and allocation-location models
4.2.5. The contribution of geomarketing to the location of points of sale
4.2.6. The influence of the Internet on the location of points of sale
4.3. Spatial strategies for locating points of sale
4.3.1. The fundamental concepts of spatial strategies
4.3.2. Between territorial coverage and the location speed of a point of sale network
4.3.2.1. Measuring territorial coverage
4.3.2.2. Location strategy and percolation theory
4.3.3. Expansion strategies for point of sale chains
4.3.4. Merger and acquisition (M&A) strategies
4.3.5. Expansion strategies and the role of the Internet
4.3.6. Space, commercial urban planning and public policy
4.3.6.1. Commercial urban planning
4.3.6.2. Territorial marketing
4.4. Conclusion
5. Spatial Marketing, Geolocation and Mobile Marketing
5.1. From e-commerce to mobile marketing
5.1.1. E-commerce and distance
5.1.2. The first approaches to mobile marketing
5.1.2.1. Conceptualizing m-commerce
5.1.2.2. The influence of m-commerce on time and space
5.1.2.3. The different categories of m-commerce
5.1.2.4. Pricing strategies in m-commerce
5.1.3. Mobile marketing
5.2. Mobile spatial marketing
5.2.1. Proximity
5.2.2. Mobility and geolocation
5.2.2.1. Mobility and motility
5.2.2.2. Smartphone, mobile geolocation and shopping
5.2.3. Omnichannel
5.2.4. Spatialized Big Data databases and their risks
5.3. Mobile space marketing and space management by organizations
5.3.1. Space marketing and logistics: the “last mile” issue
5.3.2. Click and collect or drive
5.3.3. Cannibalization and overlapping of sales areas
5.4. Conclusion
Conclusion
References
Index. A
B, C
D
E, F
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T, U
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