Читать книгу Location-Based Marketing - Gérard Cliquet - Страница 37

Geomarketing is based on mapping techniques derived from digital geography. It has become an indispensable area in many marketing decisions. A very large number of companies have adopted it and not only retailers, because it can also help industrial firms to better understand their markets. It provides unparalleled precision to adapt the offer to the characteristics of current and potential customers. An increasing number of companies and sites are offering “solutions” related to geomarketing.

Access to free online software, although not as complete as market software, allows smaller companies to acquire skills and improve their understanding of local, regional and national markets compared to others and thus to make market and market area choices, not to mention much more relevant sites. These developments are both technical, thanks to advances in digital geography, but also theoretical and have led to the emergence of spatial marketing that transcends geomarketing and takes it to new horizons in mobile marketing.

However, interpreting maps is an operation that requires knowledge that has been validated in scientific work, and this is the purpose of the following chapters.

1 1 https://fr.wikipedia.org/wiki/Géomarketing.

2 2 https://www.greatharvest.com/company/franchise-business-philosophy.

3 3 INSEE, https://www.insee.fr/fr/metadonnees/definition/c1551.

4 4 https://www.appvizer.fr/marketing/geomarketing.

5 5 http://www.spatialist.fr/ with the kind permission of Philippe Latour.

6 6 https://www.lecoindesentrepreneurs.fr/le-mode-saas/.