The Role of Geo-marketing in Market Segmentation (CROSBI ID 542033)
Prilog sa skupa u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Dvorski, Stjepan ; Dobrinić, Damir ; Kovšca, Vladimir
engleski
The Role of Geo-marketing in Market Segmentation
Good knowledge about the market segments is base for quality marketing decisionc. That process is additionaly improved by the use and implementation of the geographic information. Behavior of the contemporary consumer, his/her mobility and the openness of the borders require better integration of the geographic information, so the procedure of locating and directing the marketing activities can be as effective as possible. The use of geo-marketing softwarw is aimed at simplification of the complexity of the consumer behavior. Standard data bases, whose content is based mostly on social - demographic data, are not enough for understanding of the consumers ; therefore the spatial marketing approach is developed, based upon the behavior of the consumer of a specific territory. In such way, the geography, as the part of geo-marketing, becomes an important component of marketing as a whole. The use of geographic information system enables various forms of visualization of spatial data. Using the available human and technological resorces, this system manages and analyzes geographical aspect of the collected data.
geo-marketing; geography; geographic information system; market; consumers
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Podaci o prilogu
376-386.
2008.
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objavljeno
Podaci o matičnoj publikaciji
Journal of international scientific publications : economy & business
Marijan Cingula
Bourgas: Info Invest
1314-7242
Podaci o skupu
7th International Symposium Economy & Business Economic Developement and Growth
predavanje
03.09.2008-07.09.2008
Sunčana obala, Bugarska