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Un modelo de geomarketing para la localización de supermercados: diseño y aplicación práctica

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  • Amparo Baviera-Puig
  • Juan Buitrago-Vera
  • José Enrique Rodríguez-Barrio
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    Abstract

    El geomarketing es una disciplina en plena evolución gracias a sus múltiples aplicaciones en el mundo empresarial. En este documento de trabajo, utilizando como base el modelo MCI de la teoría de la localización, se desarrolla un modelo de geomarketing con el fin de contribuir a la estrategia de localización de los supermercados. Los principales resultados obtenidos pueden clasificarse en dos grandes grupos: conceptuales y metodológicos. Por un lado, se profundiza en el conocimiento de los atributos determinantes de la atracción comercial de un supermercado y, por otro lado, la incorporación de los Sistemas de Información Geográfica facilita enormemente su aplicación práctica.

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    Bibliographic Info

    Paper provided by Catedra Fundación Ramón Areces de Distribución Comercial in its series DOCFRADIS Working Papers with number 1301.

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    Length: 30
    Date of creation: Mar 2013
    Date of revision: Mar 2013
    Publication status: published
    Handle: RePEc:ovr:docfra:1301

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    Related research

    Keywords: Geomarketing; Supermercados; Localización; SIG; Modelo MCI;

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