“While the real-estate industry is most closely associated with location, it has been one of the slowest to catch on to the potential (Sherwood-Bryan 1993d). Nevertheless, it has started to implement a variety of applications (Castle 1993b). One of the most obvious, and least implemented, applications is supporting Multiple Listing Services (MLS) (Castle 1993c). An MLS is the tool that almost every residential realtor (estate agent) uses to analyse available properties. It is a computerized system that lists available properties and includes the characteristics of each property including size, type, number of bedrooms, listing price, etc. We are beginning to see inclusion of mapping capabilities into these systems. Continue reading GIS FOR REAL ESTATE – GIS for Business and Service Planning
GEOGRAPHY AS THE BASIS OF GIS
In the rush to create bigger and better technical solutions, many in the GIS industry tend to forget that the discipline known as “geography” is the basis of GIS. GIS provides nothing more than the opportunity to manipulate and analyse geographical phenomena using automated systems. In fact, Michael Goodchild, director of the US National Center for Geographic Information Analysis (NCGIA) quite “recently” suggested (Goodchild 1992) that the acronym GIS should be understood to stand for “geographic information science”. This new definition would place more emphasis on analysis of “geographic information” and less on “system”.
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