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Preface

This book is a follow-up to the book Geomarketing: Methods and Strategies in Spatial Marketing published by the publisher ISTE (London) in 2006, then translated into Chinese in 2012 (translation by Pan Yu and Gao Li) under the title .

This new opus is no longer a collective work, but the work of a single author who has tried to bring together the main concepts, methods and strategies to implement marketing that takes space into account.

It therefore not only emphasizes the importance of mapping in marketing decision making, but also seeks to highlight the importance of a more spatialized vision of these marketing decisions in order to better reflect the realities of markets, whether local or international.

The technological progress made and more particularly the arrival of mobile tools from information and communication technology (ICT), especially tablets and smartphones, have led the author to take an interest in the specificities of geolocation, to use this pleonastic expression. For a long time, location was reserved for buildings with an economic purpose, such as factories (Weber 1909; Merenne-Schoumaker 2002) or shops (Huff 1964; Applebaum 1966). Now, it is individuals and, with regard to marketing, consumers who can be geolocated and whom it is possible to address directly via email, SMS or even social media, which makes it possible to boost marketing strategies. ICT is disrupting the daily lives of consumers and practitioners, whether retailers or industrialists. Many companies have not yet taken advantage of the opportunities offered by these technologies, and when they have acknowledged them, they are still looking for ways to use them to improve contact with their customers. These developments do not take place without raising legal issues of privacy concerns, which will also be mentioned, as the academic community has been addressing these risks very early on.

This book offers a synthesis of knowledge concerning consumer behavior, the elements of the marketing mix with of course store location in a specific section, and therefore these new aspects related to geolocation that the integration of geolocation systems in new ICT tools allows.

The author sincerely thanks Jérôme Baray, Professor at the University of New Caledonia in Nouméa, Dany Vyt, Associate Professor at the IGR-IAE and Pierre-Alain Guillo, Associate Professor at the Faculty of Economics, both at the University of Rennes, for their comments. He is also very grateful to the company Articque for the supply of maps that will found in this book, as well as to Mr. Philippe Latour for the supply of an illustration from his company Spatialist.

Gérard CLIQUET

January 2020