Naslov
The Role of Geo-marketing in Market Segmentation

Autori
Dvorski, Stjepan ; Dobrinić, Damir ; Kovšca, Vladimir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economy&Business. International Scientific Publications vol.2, Part 1 / Marijan Cingula - Bourgas : Info Invest, 2008, 376-386

Skup
7th International Symposium Economy & Business Economic Developement and Growth

Mjesto i datum
Sunčana obala, Bugarska, 03.09.2008. - 07.09.2008

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA