La Revue des Sciences Commerciales
Volume 14, Numéro 2, Pages 89-104
2015-03-15
Les Enjeux Et Les Perspectives Du Geomarketing En Algerie
Auteurs : Ait-yahia-ghidouche Kamila .
Résumé
The geomarketing is defined as the use of geography and its various tools (mapping, geo-localisation, system of geographical information) in the service of the marketing; it is particularly interesting for a compagny which wishes to understand and to analyze the behavior, the mobility and the point of interest of the consumer in a given space. Combining geography and marketing can bring to the company a high level of targeting. The geomarketing can be used in B to B or B to C, its applications concern the market research (market studies, studies of setting-up, optimization of distribution networks) and the operational marketing (determination of the customers catchment area, mix-marketing, poster campaigns, measure of the commercial performances). The aim of this communication is to accentuate the stakes in the geomarketing for the company so that it can adapt its offer to the expectation of the various types of consumers in a given space.
Mots clés
The geomarketing, space,customers, Marketing
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