Location-based marketing: geomarketing and geolocation
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ, USA
Wiley
2020
London, UK ISTE |
| Schriftenreihe: | Information systems, web and pervasive computing series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Beschreibung: | xv, 234 Seiten Illustrationen, Karten |
| ISBN: | 9781786305800 |
Internformat
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Datensatz im Suchindex
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| adam_text | Contents Preface.......................................................................................................... ix Introduction............................................................................................................ Chapter 1. Spatia! Marketing and Geomarketing................................ xi 1 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......................... 1.2.3. Content of spatial marketing and geomarketing.............................. 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............................................................ 1.4.3. Software and
websites....................................................................... 1.5. Conclusion................................................................................................... 17 17 17 23 26 Chapter 2. The Consumer’s Spatial Behavior............................................. 29 2.1. The main concepts of out-of-store spatial behavior............................... 2.1.1. Attraction, gravitation and spatial interaction................................. 2.1.2. Distance............................................................................................. 2.1.3. The notion of shopping trips............................................................ 2.1.4. The notion of mobility............................... ....................................... 2.1.5. Ubiquity............................................................................................. 2.1.6. Other concepts related to the consumer’s spatial behavior.............. 3 4 5 7 9 14 15 15 16 16 29 30 33 37 41 43 44
vi Location-based Marketing 2.2. Models and theories of spatial consumer behavior outside the store . . 2.2.1. Gravity modeling or customer stock management................... .. 2.3. The consumer’s in-store spatial behavior............................................... 2.3.1. Research on the spatial behavior of consumers in stores................. 2.3.2. The importance of an indoor spatial information system................. 2.3.3. The CNIL’s vision............................................................................. 2.4. Conclusion................................................................................................ 48 49 59 61 64 67 67 Chapter 3. The Spatial Marketing Mix....................................................... 69 3.1. Spatial marketing and the marketing mix............................................... 3.1.1. Strategic marketing and space.......................................................... 3.1.2. Marketing mix and space.................................................................. 3.2. Spatial approach to product management............................................... 3.2.1. Spatial diffiision of products............................................................ 3.2.2. Geomerchandising............................................................................. 3.3. Spatial approach to the price..................................................................... 3.3.1. Space and prices................................................................................ 3.3.2. The influence of geography on
pricing............................................ 3.3.3. Spatialized pricing policy or geopricing......................................... 3.4. Spatial approach to sales force promotion and management................. 3.4.1. Geo-advertising...................................................... 3.4.2. “Geopromotion of sales”..................................................................... 3.4.3. Spatial management of salesforces....................................................... 3.5. Conclusion................................................................................................... Chapter 4. Store Location and Georetailing............................................ 4.1. Store location................................................................................................ 4.1.1. The location decision process............................................................... 4.1.2. Store location studies............................................................................. 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) 4.2.4. 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.................................................................. 4.3.3. Expansion strategies for point of sale chains.................................... 4.3.4. Merger and acquisition (M A) strategies................................. 69 69 71 73 74 75 84 84 85 90 94 95 101 102 105 107 108 108 112 130 131 135 137 145 147 147 148 149 150 154 15
Contents vii 4.3.5. Expansion strategies and the role of the Internet........................... 4.3.6. Space, commercial urban planning and public policy................... 4.4. Conclusion................................................................................................ 158 159 161 Chapter 5. Spatial Marketing, Geolocation and Mobile Marketing. . 163 5.1. From e-commerce to mobile marketing................................................. 5.1.1. E-commerce and distance.................................................................. 5.1.2. The first approaches to mobile marketing...................................... 5.1.3. Mobile marketing..................... 5.2. Mobile spatial marketing..................... 5.2.1. Proximity............................................................................................. 5.2.2. Mobility and geolocation........................ 5.2.3. Omnichannel..................................................................................... 5.2.4. Spatialized Big Data databases and then 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................................... 163 164 167 170 171 172 173 176 177 178 178 179 181 184 Conclusion............................................ 185
References........................................................................................................... 187 Index 231
|
| adam_txt |
Contents Preface. ix Introduction. Chapter 1. Spatia! Marketing and Geomarketing. xi 1 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. 1.2.3. Content of spatial marketing and geomarketing. 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. 1.4.3. Software and
websites. 1.5. Conclusion. 17 17 17 23 26 Chapter 2. The Consumer’s Spatial Behavior. 29 2.1. The main concepts of out-of-store spatial behavior. 2.1.1. Attraction, gravitation and spatial interaction. 2.1.2. Distance. 2.1.3. The notion of shopping trips. 2.1.4. The notion of mobility. . 2.1.5. Ubiquity. 2.1.6. Other concepts related to the consumer’s spatial behavior. 3 4 5 7 9 14 15 15 16 16 29 30 33 37 41 43 44
vi Location-based Marketing 2.2. Models and theories of spatial consumer behavior outside the store . . 2.2.1. Gravity modeling or customer stock management. . 2.3. The consumer’s in-store spatial behavior. 2.3.1. Research on the spatial behavior of consumers in stores. 2.3.2. The importance of an indoor spatial information system. 2.3.3. The CNIL’s vision. 2.4. Conclusion. 48 49 59 61 64 67 67 Chapter 3. The Spatial Marketing Mix. 69 3.1. Spatial marketing and the marketing mix. 3.1.1. Strategic marketing and space. 3.1.2. Marketing mix and space. 3.2. Spatial approach to product management. 3.2.1. Spatial diffiision of products. 3.2.2. Geomerchandising. 3.3. Spatial approach to the price. 3.3.1. Space and prices. 3.3.2. The influence of geography on
pricing. 3.3.3. Spatialized pricing policy or geopricing. 3.4. Spatial approach to sales force promotion and management. 3.4.1. Geo-advertising. 3.4.2. “Geopromotion of sales”. 3.4.3. Spatial management of salesforces. 3.5. Conclusion. Chapter 4. Store Location and Georetailing. 4.1. Store location. 4.1.1. The location decision process. 4.1.2. Store location studies. 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) 4.2.4. 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. 4.3.3. Expansion strategies for point of sale chains. 4.3.4. Merger and acquisition (M A) strategies. 69 69 71 73 74 75 84 84 85 90 94 95 101 102 105 107 108 108 112 130 131 135 137 145 147 147 148 149 150 154 15
Contents vii 4.3.5. Expansion strategies and the role of the Internet. 4.3.6. Space, commercial urban planning and public policy. 4.4. Conclusion. 158 159 161 Chapter 5. Spatial Marketing, Geolocation and Mobile Marketing. . 163 5.1. From e-commerce to mobile marketing. 5.1.1. E-commerce and distance. 5.1.2. The first approaches to mobile marketing. 5.1.3. Mobile marketing. 5.2. Mobile spatial marketing. 5.2.1. Proximity. 5.2.2. Mobility and geolocation. 5.2.3. Omnichannel. 5.2.4. Spatialized Big Data databases and then 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. 163 164 167 170 171 172 173 176 177 178 178 179 181 184 Conclusion. 185
References. 187 Index 231 |
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| spelling | Cliquet, Gérard Verfasser (DE-588)1072180294 aut Location-based marketing geomarketing and geolocation Gérard Cliquet ; with the collaboration of Jérôme Baray Hoboken, NJ, USA Wiley 2020 London, UK ISTE xv, 234 Seiten Illustrationen, Karten txt rdacontent n rdamedia nc rdacarrier Information systems, web and pervasive computing series Description based on publisher supplied metadata and other sources Geoinformation (DE-588)4429674-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Geoinformation (DE-588)4429674-5 s b DE-604 Baray, Jérôme aut Erscheint auch als Online-Ausgabe 978-1-119-72125-3 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032103447&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cliquet, Gérard Baray, Jérôme Location-based marketing geomarketing and geolocation Geoinformation (DE-588)4429674-5 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4429674-5 (DE-588)4037589-4 |
| title | Location-based marketing geomarketing and geolocation |
| title_auth | Location-based marketing geomarketing and geolocation |
| title_exact_search | Location-based marketing geomarketing and geolocation |
| title_exact_search_txtP | Location-based marketing geomarketing and geolocation |
| title_full | Location-based marketing geomarketing and geolocation Gérard Cliquet ; with the collaboration of Jérôme Baray |
| title_fullStr | Location-based marketing geomarketing and geolocation Gérard Cliquet ; with the collaboration of Jérôme Baray |
| title_full_unstemmed | Location-based marketing geomarketing and geolocation Gérard Cliquet ; with the collaboration of Jérôme Baray |
| title_short | Location-based marketing |
| title_sort | location based marketing geomarketing and geolocation |
| title_sub | geomarketing and geolocation |
| topic | Geoinformation (DE-588)4429674-5 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Geoinformation Marketing |
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