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Location-Based Marketing: Geomarketing and Geolocation

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

Location-based Marketing outlines the main concepts, methods and strategies for implementing spatial marketing, also known as geomarketing. With an emphasis on the value of mapping in marketing decision-making, this book demonstrates the importance of a more spatialized view of these decisions, in order to best respond to market realities whether local or international. The main techniques of geomarketing are presented along with an understanding of the spatial behavior of consumers, both outside the point of sale and in stores. The book further introduces the idea of a "geomarketing mix", which spatializes product innovations, merchandising, pricing and various aspects of promotion. Finally, the book defines what real georetailing comprises and develops the concept of mobile marketing based on geolocation techniques.

Suggested Citation

  • Jérôme Baray & Gérard Cliquet, 2020. "Location-Based Marketing: Geomarketing and Geolocation," Post-Print hal-02971055, HAL.
    • Handle: RePEc:hal:journl:hal-02971055
    as

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