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Pregled bibliografske jedinice broj: 367195

Zbornik radova

Autori: Dvorski, Stjepan; Dobrinić, Damir; Kovšca, Vladimir
Naslov: The Role of Geo-marketing in Market Segmentation
( The Role of Geo-marketing in Market Segmentation )
Izvornik: Economy&Business. International Scientific Publications vol.2, Part 1 / Marijan Cingula (ur.). - Bourgas, Bugarska : Info Invest , 2008. 376-386.
ISSN: 1313-2555
Skup: 7th International Symposium Economy & Business Economic Developement and Growth
Mjesto i datum: Sunny Beach, Bugarska, 3-7. 09. 2008.
Ključne riječi: geo-marketing; geography; geographic information system; market; consumers
( geo-marketing; geography; geographic information system; market; consumers )
Sažetak:
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.
Vrsta sudjelovanja: Predavanje
Vrsta prezentacije u zborniku: Cjeloviti rad (više od 1500 riječi)
Vrsta recenzije: Međunarodna recenzija
Projekt / tema: 016-0000000-1730
Izvorni jezik: eng
Kategorija: Znanstveni
Znanstvena područja:
Ekonomija
URL Internet adrese: http://www.Science-Journals.Eu
Upisao u CROSBI: sdvorski@foi.hr (sdvorski@foi.hr), 3. Lis. 2008. u 11:06 sati



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