GIS in Marketing

Abstract

This chapter examines the existing uses and potential uses of GIS in marketing. In examining the interaction of marketing and geography, the variables of demographics, space, and time are used as a framework. Specific applications of GIS in customer relationship management, market segmentation, and competitive analysis are illustrated with hypothetical and real world examples. Additional areas of GIS application include product strategy, price strategy, promotion strategy, and place or distribution strategy. The author hopes that understanding the existing and potential uses of GIS in marketing will spur the interest of marketing practitioners to integrate GIS into marketing strategy to create competitive advantage. Furthermore, it is hoped that this chapter will serve as an outline for the broader consideration of the applications of GIS in marketing.