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Géomarketing et géolocalisation : Un marketing spatial dynamique

Author

Listed:
  • Jérôme Baray

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Gérard Cliquet

Abstract

Géomarketing et géolocalisation expose les principaux concepts, méthodes et stratégies qui permettent de mettre en oeuvre un marketing prenant en compte l'espace. Il insiste sur l'intérêt de la cartographie dans la prise de décisions marketing et s'efforce de démontrer l'importance d'une vision plus spatialisée de ces décisions afin de répondre au mieux aux réalités des marchés, qu'ils soient locaux ou internationaux. Cet ouvrage présente les principaux concepts et techniques du géomarketing et les connaissances en matière de comportement spatial des consommateurs hors du point de vente et en magasin. Il expose l'idée d'un « mix géomarketing » qui spatialise les innovations de produit, le merchandising, le prix et les divers aspects de la promotion. Il définit également un véritable géoretailing et développe le concept de marketing mobile fondé sur les techniques de géolocalisation.

Suggested Citation

  • Jérôme Baray & Gérard Cliquet, 2019. "Géomarketing et géolocalisation : Un marketing spatial dynamique," Post-Print hal-02971073, HAL.
    • Handle: RePEc:hal:journl:hal-02971073
    as

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