Naslov
Implementation of geographic information technology marketing - GIS marketing

Autori
Jurišič, Mladen ; Ravlić, Sanela ; Lončarić, Ružica ; Pugelnik, Irena

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Interdisciplinary management research XII

Urednik/ci
Barković, Dražen ; Rundsheimer, Bodo

Izdavač
Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences, Postgraduate studies Management

Grad
Opatija

Godina
2016

Raspon stranica
1188-1196

ISBN
0-553-57777-8

Ključne riječi
GIS ; GISM ; Marketing mix

Sažetak
Technological progress and the use of computers have enabled numerous changes in all areas of human life including the field of cartography and marketing. Although developed independently from each other, marketing as science and geographic information systems (GIS) are experiencing an upturn from the last quarter of the 20th century onwards. With current technology as an enabler, society's reliance on more precise and accurate spatial data is rapidly increasing, even though citizen awareness of this trend is to some degree lagging its implementation (Morrison, 1995.). Moreover, the introduction of GIS in the mapping process has produced a completely new type of user different from the traditional map user (Capriolli, 2003.). The process of globalization and rapid technological progress are solid foundations for the fusion of the above mentioned sciences in the area named geomarketing. The concept of GIS systems is not a novelty on the market, but wider use in business decision making has not taken the expected momentum. Several reasons have caused the current situation. Users, including businesses, yield before the tool's complexity and often seem not to recognize its possibilities and its vast potential on the market. It is often seen as a tool used by Google Maps or services such as Navigation Systems in cars (GPS). Although Google is used as a provider of useful information to the companies for the development of maps, specialized software for geomarketing analysis allows companies to build far more complex content that will be able to visually present and analyze given data. Also, the main application in business sector is within the area of urban planning and its area of logistics but the possibilities are vast and GIS tools should be utilized more in the future.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

Napomena
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