2.1. Marketing and Geography
Using geography in marketing is known as geomarketing. While some authors (Latour & Le Floch, 2001, p.37) describe it as “a specific application of spatial economics,” others (Cliquet, 2006, p.15) give a more detailed explanation, such as “a set of techniques enabling the manipulation of geo-coded data, can assist in analysis more than the conception of strategy and even less in decision-making” or “marketing techniques based on the premise that individuals live in” (Lehu, 2004, p. 365). According to Yrigoyen (2003), marketing can help decision-makers tackle a variety of pressing issues (geo segmentation).
Although the widespread and daily use of the Internet has resulted in the loss of geographic markets in new forms, the importance of location and space has increased inversely with market expansion. Clients continue to localize in precise geographic spaces, which explains the difficulties certain Internet distribution companies face in delivering to their clients (Cliquet, 2013). Despite being present on the web, companies still originate from a particular geographic zone (Volle, 2000). Geomarketing is a new dimension of problem-solving by integrating geographic information and knowledge by classifying, organizing data, analyzing, and modeling specific processes and relationships. Geomarketing can show geographic analysis in marketing and sales. (Nattenberg, O. 2000).
Using geography in marketing is known as geomarketing. While some authors (Latour & Le Floch, 2001, p.37) describe it as “a specific application of spatial economics,” others (Cliquet, 2006, p.15) give a more detailed explanation, such as “a set of techniques enabling the manipulation of geo-coded data, can assist in analysis more than the conception of strategy and even less in decision-making” or “marketing techniques based on the premise that individuals live in” (Lehu, 2004, p. 365). According to Yrigoyen (2003), marketing can help decision-makers tackle various pressing issues (geo segmentation).
Although the widespread and daily use of the Internet has resulted in the loss of geographic markets in new forms, the importance of location and space has increased inversely with market expansion. Clients continue to localize in precise geographic areas, which explains the difficulties certain Internet distribution companies face in delivering to their clients (Cliquet, 2013). Despite being present on the web, companies still originate from a particular geographic zone (Volle, 2000). Geomarketing is a new dimension of problem-solving by integrating geographic information and knowledge by classifying, organizing data, analyzing, and modeling specific processes and relationships. Geomarketing can show geographic analysis in marketing and sales. (Nattenberg, O. 2000).