hrvatski

The role of Geographic Information Systems in the retail trade in Croatia

In this work we start from the fact that only big retail trade companies and cooperations invest in the usage of the modern technical and technological progress in a satisfactory way ; the usage of modern information and communication systems brings the success to smal and medium retail trade firms. This usage is also important for Croatian retail trade firms which are still "in small pieces" and which cannot complete with huge foreign retail traders on the basis of the economy capacity. The development of modern information technologies brings the change in the formation of the retail trade business units and the achievements of the modern information technology are integrated into today`s GIS.After the explanation of different definitions of GIS, there is a main stress on its systematic components: system of entering data, database management system, system of elaborating data, system of providing data. The importance of GIS comes from GIS application, which increases the productivity of certain procesess through automatisation. Geomarketing helps us to introduce to the market systematically all data that refer to space and GIS software. There are two kinds of geodata: those related to space (spatial data) and those related to attributs and things (attribute data). New technology connects both of them. Geomarketing refers to all four instruments of marketing mix: place, promotion, price and product. Howewer, there is a special significiance of geomarkeing in planning location of the retail trade. In this work we have presented and explained the main methods used for determing the approachable (gravitating)area of the shops and the role of GIS in them. Croatian retail trade, as well as the total Croatian economy, depends greatly on the intensity of the strategic orientation towards modern information technologies, their usage requires connecting and proportion at the international level.

geographic information system (GIS); geomarketing; retail trade location; retail trade market area (shops); retalional basis of date; Republic of Croatia

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