From a marketing perspective, the principal attraction of spatial analysis is still probably a psychological one. Marketeers seem to feel that geography is important in that they know that there are major geographic variations in the demand for products. Maybe they feel that geographers should be able to help them perform better and that there might be methods that geographers know about that could be beneficial to them. Those in the industry who believe this will probably already be displaying more confidence in the value of geography than do many geographers!
Yet at the same time it is evident that there are mutual benefits to both the marketing industry and to geography from closer collaboration. The geographer might gain access to data not in the public domain, new publishing opportunities may arise and there is at least some prospect for technology transfer and commercialization. The marketing industry might gain access to a largely untapped skill base. The question is, however, which methods, which applications, and which new products might be created through such collaborations? Continue reading Marketing Spatial Analysis: A review of prospects and technologies relevant to marketing – GIS For Business and Service Planning
DATA SOURCES AND THEIR GEOGRAPHICAL INTEGRATION
Geodemographics has come into use as a shorthand label for both the development and the application of area typologies that have proved to be powerful discriminators of consumer behaviour and aids to “market analysis”.
Continue reading Geodemographics – GIS for Business and Service Planning
GIS is much more than just software and hardware. You need data, training, space, personnel, funding, technical support, and many other elements that work together to make your GIS function properly. Your organization must undergo fundamental changes in the way it functions, both in its internal and external interactions. You can make these changes extremely positive, if you incorporate GIS effectively. The guidelines in this chapter help you ensure that when your organization adopts GIS, the benefit outweighs the cost.
Continue reading GIS For Dummies – GIS in Organizations
With GIS we understand what HAPPENED, what IS HAPPENING and what WILL HAPPEN in the geographic space. A picture is worth a thousand words, and this short ESRI animation, in spite of having no locution, reviews, in a very didactic way, what GIS stands for, its uses and, finally, how GIS can be used for business administration, my main interest and, probably, yours too. Continue reading GIS, FINALLY, FOR BUSINESS