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"Which Place?" All places, far and near, large, and small, highly developed or on a development path, are looking for the best solutions and practices to fulfil the needs and ambitions of their internal and external stakeholders. Place branding is an approach that supports places in these efforts, strategically and interactively. As Kavaratzis and Florek (2021) claim, “in the near future, the global place branding scholarly community will need to address a series of challenges and questions that remain unsolved and unanswered, with implications for both the theory and the practice” (p.28). At the same time, scholars and practitioners need to consider the regional and local dissimilarities. The Brazilian perspectives, possibilities, and conditions are no exception.This first edition advances the understanding of this boundless, imperative, and interdisciplinary field of knowledge. We are grateful to the Brazilian Journal of Marketing editorial team, all the authors and reviewers who have contributed to this Special Issue on place branding (Appendix I. Thank-You Note).Contextually, according to an international literature analysis of the geographical locations stated in the articles on place branding, covering 2014-2018, Europe is the dominant area in the studies, followed by Asia and North America that have also attracted significant attention from scholars (Lu et al. 2020). In South America, specifically in Brazil, academic publications on marca de lugar (place brand), gestão de marketing de marca de lugar (place marketing) and gestão de marca de lugar (place branding) are still scarce. Hence there is an urgent need to properly understand the place branding phenomena and disseminate knowledge of it which is often overtaken by practice, causing all sorts of problems and disappointments. Without a solid scientific base, place branding will become and remain merely a response-based tactic.Therefore, in this Special Issue, we would like to highlight the potential of scientific achievements of academics in Brazil, and to advance the discussion among Brazilian researchers and practitioners. As revealed by Artêncio, Mariutti and Giraldi (2020), a thematic panorama of academic-scientific nature concerns works presented at the main Brazilian Administration conferences: SemeAD, EnANPAD (Marketing Division), and EMA for the last twenty years (1999-2019). With a total of 5,706 studies, only 18 articles address some issues related to place branding or marketing, with the focus mainly on the country level (14), and a few on cities (2) and regions (2). Based on the review of studies’ titles, the abstracts, and the keywords identified in the conferences’ annals, only three works were identified as revolving around a conceptual designation of place marketing, on presented in SemeAD 2016 and at one EMA 2018; and one of place branding presented at EMA 2018. Notably, the studies are specific to some aspect of place brand (place of origin, identity, image, reputation, and culture to name a few).In view of this scientific portrait, several conclusions can be drawn.Firstly, in Brazil research at the national level, place branding studies are certainly evolving. And it needs such a national insertion since the place brand can be used as an instrument in strategic spatial planning to support a structural change in places by contributing to the improvement of the economic and social structure of places and reshaping responses to contemporary challenges faced by the places. Regarding the brand positioning or brand management of a place, a space or territory is not an absolute concept, it is always related to a sphere of social-human application or economic-political structure, which is potentially developed through processes – possibly contested – of producing, maintaining, and assigning meaningful spaces, reinforces Warnaby (2018).Secondly, there is a need of theoretical and empirical development of the concepts of place brand, place marketing and place branding, not only based on studies on Brazilian cities, states (counties), and regions, but also on other places in the country like airports, avenues, beaches, city squares, industrial and other clusters, museums, parks, theatres, etc. Since diverse locus is recognized in a large country like Brazil, providing research questions about the spatiality in marketing literature is key as emphasized by Giovanardi and Lucarelli (2018), Oliveira (2015), and Warnaby (2018).Thirdly ontological and epistemological advancement of research areas within place branding is necessary to provoke reflections and directions for theoretical advancement, particularly in Brazilian research groups. As Govers (2021) claims, “The funding agencies and governments that appreciate that place branding is of strategic, long-term, and crucial importance are, unfortunately, in a tiny minority” (p.338). With this in mind, we hope to draw attention of Brazilian universities, researchers, and policy makers to the importance and relevance of place branding. Thus, “Place branding has been used to foster economic restructuring, social inclusion and cohesion, political engagement and participation, place identification, and the general well-being of citizens”, states Oliveira (2015, p.18).Stakeholders per se, who are co-creators in the place branding process (Kalandides, Kavaratzis, Boisen, 2012; Mariutti Giraldi, 2021) should be involved in the management of public and/or private places, strategically aligned with place branding activities to enhance the value of a place (Mariutti Giraldi, 2021). Tracing the scope of research along this path establish connections between practice and theory and offers insight into the future directions for specific places, hidden or forgotten in Brazil.To address the above contexts together with the Brazilian academic setting, we report that 27 papers were submitted during the six-pandemic months (February to August 2021); they were carefully reviewed and analysed. Also, the best studies selected by the track leaders from the Place Branding Track at the Marketing Meeting - EMA 2021 (by Fabiana Mariutti and Mihalis Kavaratzis) and at the EnANPAD Conference 2021 (by Fabiana Mariutti and João Freire) were invited for submission in the regular evaluation process by Brazilian Journal of Marketing. Both conferences are organized by ANPAD – the National Association of Graduate Studies and Research in Administration). For the first time, a place branding track took place at Brazilian conferences. Hence, based on the reviewers’ evaluations and research domain comprehension, decisions were taken by the journal’s guest editors and editors-in-chief. Finally, nine manuscripts were chosen for publication.Robust contributions emerged from this pioneer collection. The following systematically chosen papers illustrate some frameworks and insights for place branding research to be conceivably enhanced in national literature.The Issue starts with a paper by Carniello and dos Santos who analyse branding as a territorial development strategy, discussing the convergence between city branding and a municipality master plan in the case of São Paulo city. Convergence has been identified between the pillars of the brand and the contents of the master plan, especially the communication as a key element for the social and management propositions. A strategic perspective of place branding is therefore postulated using a qualitative approach, with documental design.The subsequent paper, by Kamlot and Santos Vieira de Jesus, discusses the core of branding process, mainly, city brand identity. The article contributes to the exploration of the physical and symbolic dimensions of Rio de Janeiro’s brand identity and to detailed interpretation thereof, considering the city’s recent evolution. Adopting qualitative method to document analysis, the dataset was combined by research papers, e-mails, newsletters, companies and government reports, newspaper articles etc. This study provides important advice on how to design public policies based on the understanding of a city's identity.The next paper analyses the feelings accompanying content generated by users on Instagram, expressed in hashtags linked to the Pernambuco brand (capital of Recife State). Results of this mixed methods (qualitative and quantitative) research into Lima, Pessanha, Araújo, Alves, and Cesário suggest that studies using sentiment analysis of user content in social networks can be used by public managers to understand residents, tourists, and potential visitors’ behaviour through action research, preparing and better adapting the city.Beck and Ferasso in turn, analyse the reflection of brand identity, namely the image of cities. In this study, a systematic literature review was used to analyse the content of literature about urban image in the context of Southern Common Market (MERCOSUL). The paper demonstrates that the urban image management can lead to how cities can overcome socio-economic disparities, well-deploying an efficient project of urban image in order to foster a prosperous urban development.Monte, Pompeu, and Holanda describe an interesting thematic-exploratory qualitative approach to a forgotten property – corporate museum – as a business and cultural space which influences the image of a place. The authors trust that the corporate museums an important cultural asset in promoting the place brand, yet they claim that these museums belong not only to the company but also to the city, region, and country where it is located, attracting tourists and investors, and fostering a sense of belonging among the residents. The study, which was presented at the Place Branding Track at EMA 2021, demonstrates an explanatory and theoretical model of how a place brand (city, region, or country) can be boosted by means of a corporate museum. Another business standpoint was taken by Munaier, Rocha, and Portes as they investigated the impact of the business headquarters location of a physical education service provider on the clients' brand trust. Social exchange theory and brand trust were theoretical foundations for the hypotheses of this quantitative study using multivariate statistical techniques. By realizing that the headquarters location influences the clients' brand trust, the authors suggest that the choice of a location is a complex process that companies should manage carefully; at the same time, places can use these relations for branding purposes.The measurement issues of the place branding process are discussed by Cunha, Luce, and Rovedder; they have developed and tested the stakeholder-based place brand equity (SBPBE) measure of the Vale dos Vinhedos, a wine region in Southern Brazil. Based on this quantitative research results from the respondents’ profiles, the authors demonstrate that the more people’s displacements and activities in a place, the more positive their evaluation of the place brand equity tends to be. The outcomes of this research, which was presented at the Place Branding Track at EnANPAD 2021, support a measurement proposition to evaluate these multiple stakeholders on place brand equity based on behavioural data. The last two papers discuss the research recommendations and directions for future developments in the place branding research domain.Based on a systematic literature review using Methodi Ordinatio, Campos, Galina, and Giraldi establish the guidelines for cross-disciplinary future research into soft power, analysing its intertwinement with creative industries and place branding. After adopting the content analysis with oblique approach, it was identified six relevant areas with short description and oblique references in their substantial research: psycho-sociology, labour mobility, urban planning, arts diplomacy, gastro-diplomacy, and geographical indications. It is demonstrated how soft power and place branding reveals an explicit relationship with each other theoretically, strategically, and politically.Ocke and Platt put forward an inviting research agenda providing some advice for scholars, branding practitioners, and marketers taking place from the brand management scope – identity, image, and reputation of a place. By adopting bibliographic material, under a nation branding overview with its economic, political, and cultural-critical orientations, significant proposals for Brazil are suggested to effectively manage place brands, including: (i) appointment of a formal body to coordinate the actions and actors recognizing the role of stakeholders in the decision-making stages; (ii) cooperation between governors and leaders to achieve common goals under a unique umbrella branding program that benefit different sectors of the economy; (iii) the conquer of market opportunities by competitive identity assets such as the green place brand orientation; and (iv) application of integrated methods to measure and evaluate the results of place branding efforts.With this Special Issue, entitled “Which place? The Future Pathways of Place Branding”, we hope to encourage actions and stimulate a debate on how place branding can effectively make Brazilian places improved and how the knowledge offered by the academic community can prepare any type of places for the forthcoming challenges. “What comes next?” In consideration of the future role of place branding in Brazil, our recommendations for future studies highlight themes regarding the current status quo of the country, the post-pandemic times, the human re-integration into places, and, indeed, sustainability issues. Research into place branding requires additional integration of disciplines, international partnerships research groups, professional interchanges, public-private initiatives, clusters mapping, geomarketing analysis, and more sophisticated methods of critical appraisal along with well-established instigating research problems.Appendix IThank-You NoteWe appreciated the endless support by the Editor in Chief Prof. Dr. Julio Carneiro da Cunha.We are grateful to following Reviewers, who neatly contributed to our special call: Dr. Antônio Azevedo - Universidade do Minho, PortugalDra. Beatriz Casais - Universidade do Minho, PortugalDra. Caroline Finocchio - Universidade Federal do Mato Grosso do Sul, BrazilDra. Cecilia Pasquinelli - Università degli Studi di Napoli Parthenope, ItalyPh.D. Candidate: Donizete Ferreira Beck - Universidade Nove de Julho, SP, BrazilDr. Eduardo de Paula e Silva Chaves - Universidade de São Paulo Instituto Federal de São Paulo, BrazilDra. Fernanda Scussel - Universidade de Santa Catarina, BrazilDr. Glauber Eduardo de Oliveira Santos - Universidade de São Paulo, BrazilDr. João Ricardo Freire - Universidade NOVA de Lisboa Universidade Europeia, PortugalDr. Julio Araújo Carneiro da Cunha - Universidade Nove de Julho, SP, BrazilDra. Marina Lourenção - Universidade de São Paulo, BrazilPh.D. Candidate: Mateus Artêncio - Universidade de São Paulo, BrazilDra. Mariana Sutter - Toulouse Business School, FranceDr. Marco Ocke - Universidade Federal de Santa Catarina, SC, BrazilDr. Mihalis Kavaratzis - University of Leicester, EnglandDra. Mirna de Lima Medeiros - Universidade Estadual de Ponta Grossa, PR, BrazilDra. Monica Franchi Carniello - Universidade de Taubaté, SP, BrazilDr. Rafael Barreiros Porto - Universidade de Brasília, D.F., BrazilDr. Ricardo Limongi - Universidade Federal de Goiás, GO, BrazilDr. Robert Bowen - Swansea University, Wales, United KingdomDr. Roberto Flores Falcão - Centro Universitário FECAP, SP, BrazilPh.D. Candidate: Sergio Czajkowski - UNICuritiba, PR, BrazilDra. Suzane Strehlau - Escola Superior de Propaganda e Marketing, SP, BrazilDra. Thaysa Nascimento - Universidade Federal do Rio de Janeiro, RJ, BrazilDra. Virginia Castro - Universidade Federal da Integração Latino-Americana, PR, BrazilDra. Vivian Iara Strehlau - Escola Superior de Propaganda e Marketing, SP, BrazilDr. Wesley Moreira Pinheiro - Pontifícia Universidade Católica de São Paulo, SP, Brazil "Qual lugar?" Todos os lugares, distantes e próximos, grandes e pequenos, desenvolvidos ou em desenvolvimento, estão procurando as melhores soluções e práticas para atender às necessidades e ambições de seus stakeholders internos e externos. Place branding é uma abordagem que apoia os lugares nesses esforços, estrategicamente e de forma interativa. Como Kavaratzis e Florek (2021) afirmam, “no futuro próximo, a comunidade acadêmica global de gestão de marca de lugar precisará abordar uma série de desafios e questões que permanecem sem solução e sem resposta, com implicações tanto para a teoria quanto para a prática” (p. 28). Ao mesmo tempo, acadêmicos e profissionais precisam considerar as diferenças regionais e locais. As perspectivas, possibilidades e condições brasileiras não são exceção.Esta primeira edição avança na compreensão deste campo de conhecimento ilimitado, imperativo e interdisciplinar. Agradecemos à equipe editorial do Brazilian Journal of Marketing, a todos os autores e revisores que contribuíram para esta edição especial sobre gestão de marca de lugar (Apêndice I. Nota de Agradecimento).Contextualmente, de acordo com uma análise da literatura internacional das localizações geográficas encontradas nos artigos sobre place branding, entre 2014 e 2018, a Europa é a área dominante nos estudos, seguida pela Ásia e América do Norte que também têm atraído significativa atenção dos estudiosos (Lu et al. 2020). Na América do Sul, especificamente no Brasil, as publicações acadêmicas sobre marca de lugar (place brand), gestão de marketing de marca de lugar (place marketing) e gestão de marca de lugar (place branding) ainda são escassas. Daí a necessidade urgente de compreender adequadamente os fenômenos de gestão de marca de lugar e de difundir o seu conhecimento que muitas vezes é ultrapassado pela prática, causando todos os tipos de problemas e decepções. Sem uma base científica sólida, o place branding se tornará e continuará sendo apenas uma tática baseada em resposta.Portanto, nesta Edição Especial, gostaríamos de destacar o potencial das realizações científicas dos acadêmicos no Brasil e avançar na discussão entre pesquisadores e profissionais brasileiros. Conforme estudado por Artêncio, Mariutti e Giraldi (2020), um panorama temático de cunho acadêmico-científico averiguou os trabalhos apresentados nos principais congressos brasileiros de Administração: SemeAD, EnANPAD (Divisão de Marketing) e EMA nos últimos vinte anos (1999-2019). Com um total de 5.706 estudos, apenas 18 artigos abordam algumas questões relacionadas à gestão de marca de lugar ou gestão de marketing de marca de lugar, com foco principalmente em nível de país (14), e alguns em cidades (2) e regiões (2). Com base na análise dos títulos desses estudos, dos resumos e das palavras-chave identificadas nos anais dos congressos, apenas três trabalhos foram identificados como alinhado à uma designação conceitual de marketing de lugares, apresentados no SemeAD 2016 e no EMA 2018; e um trabalho de gestão de marca de lugar apresentado no EMA 2018. Notavelmente, os estudos são específicos para alguns aspectos da place brand (local de origem, identidade, imagem, reputação e cultura, para citar alguns).Diante desse retrato científico, conclusões apontadas podem ser complementadas.Em primeiro lugar, nas pesquisas realizadas no Brasil em nível nacional, os estudos de place branding certamente estão evoluindo. E precisam de tal inserção nacional, uma vez que a marca de lugar pode ser usada como um instrumento no planejamento espacial estratégico para apoiar uma mudança estrutural nos lugares por contribuir para a melhoria da estrutura econômica e social dos lugares e remodelar as respostas aos desafios contemporâneos enfrentados pelos lugares. Referente ao posicionamento de marca ou gestão da marca de um lugar, um espaço ou território não é um conceito absoluto, está sempre relativo a uma esfera de aplicação social-humana ou estrutura econômica-política, o qual se desenvolve potencialmente por meio de processos – possivelmente contestados – para produzir, manter e atribuir espaços com significado, reforça Warnaby (2018).Em segundo lugar, há a necessidade de desenvolvimento teórico e empírico dos conceitos de marca de lugar, gestão de marketing de marca de lugar, e gestão de marca de lugar, não apenas com base em estudos sobre cidades, estados e regiões brasileiras, mas também em outros lugares do país como aeroportos, aglomerados industriais, avenidas, parques, praias, praças, museus, teatros etc. Como a diversidade de locus é reconhecida em um país extenso como o Brasil, é fundamental fornecer perguntas de pesquisa sobre a espacialidade existente na literatura de marketing, como enfatizam Giovanardi e Lucarelli (2018), Oliveira (2015) e Warnaby (2018).Em terceiro lugar, o avanço ontológico e epistemológico das linhas de pesquisa em place branding é necessário para provocar reflexões e direcionamentos para o avanço teórico, particularmente nos grupos de pesquisa brasileiros. Como Govers (2021) afirma, “as agências de financiamento e governos que valorizam que a gestão de marca de lugar seja de importância estratégica, de longo prazo e crucial são, infelizmente, uma pequena minoria” (p.338). Com isso em mente, esperamos chamar a atenção de universidades, pesquisadores e gestores de políticas públicas brasileiras para a importância e relevância da gestão de marca de lugares. Afinal, “A marca de lugar tem sido usada para promover a reestruturação econômica, a inclusão e coesão social, o engajamento e a participação política, a identificação do lugar e o bem-estar geral dos cidadãos”, expõe Oliveira (2015, p.18).Os stakeholders per se, que são cocriadores no processo de gestão de marca de lugar (Kalandides, Kavaratzis, Boisen, 2012; Mariutti Giraldi, 2021) precisam estar envolvidos na gestão de locais públicos e/ou privados, estrategicamente alinhados com as atividades de gestão de marca de lugar para aumentar o valor de um lugar (Mariutti Giraldi, 2021). Traçar o escopo da pesquisa ao longo desse caminho estabelece conexões entre prática e teoria e oferece insights sobre os vindouros rumos para lugares peculiares, escondidos ou esquecidos no Brasil.Para abordar os contextos acima em conjunto com o cenário acadêmico brasileiro, compartilhamos que 27 trabalhos foram submetidos durante os seis meses de pandemia (fevereiro a agosto de 2021); eles foram cuidadosamente revisados e analisados. Além disso, os melhores estudos selecionados pelos líderes de tema de ‘Gestão de Marca de Lugar’ no Encontro de Marketing - EMA 2021 (por Fabiana Mariutti e Mihalis Kavaratzis) e no EnANPAD 2021 (por Fabiana Mariutti e João Freire) foram convidados para submissão no processo de avaliação regular pela Revista Brasileira de Marketing. Ambas os congressos são organizados pela ANPAD – Associação Nacional de Pós-Graduação e Pesquisa em Administração). Pela primeira vez no Brasil, uma trilha acadêmica de place branding aconteceu em congressos brasileiros. Portanto, com base nas avaliações dos revisores e na compreensão do domínio da linha de pesquisa, as decisões foram tomadas pelos editores convidados e editores-chefes da revista. Por fim, foram escolhidos nove manuscritos para publicação.Contribuições robustas emergiram desta coletânea pioneira. Os seguintes artigos sistematicamente escolhidos ilustram algumas arcabouços e insights para a pesquisa sobre gestão de marca de lugar ser concebivelmente aprimorada na literatura nacional.A edição começa com um artigo de Carniello e dos Santos que analisam o branding como estratégia de desenvolvimento territorial, discutindo a convergência entre o city branding e um plano diretor municipal no caso da cidade de São Paulo. Foi identificada uma convergência entre os pilares da marca e os conteúdos do plano diretor, especialmente a comunicação como elemento-chave para as proposições sociais e de gestão. Postula-se, assim, uma perspectiva estratégica de place branding com uma abordagem qualitativa, com design documental.O artigo subsequente, de Kamlot e Santos Vieira de Jesus, discute o cerne do processo de branding, principalmente, a identidade da marca de cidade. O artigo contribui para a exploração das dimensões físicas e simbólicas da identidade da marca do Rio de Janeiro e para a interpretação detalhada do RJ, considerando a evolução recente da cidade. Adota o método qualitativo para análise documental, o conjunto de dados foi combinado por artigos de pesquisa, e-mails, boletins, relatórios de empresas e governos, artigos de jornais etc. Este estudo fornece indicações importantes sobre como delinear políticas públicas a partir da compreensão da identidade de uma cidade.O próximo artigo analisa os sentimentos que acompanham o conteúdo gerado pelos usuários no Instagram, expressos em hashtags vinculadas à marca da cidade de Pernambuco (capital de Recife). Resultados dessa pesquisa mista (qualitativa e quantitativa) de Lima, Pessanha, Araújo, Alves e Cesário sugerem que estudos utilizando análise de sentimento de conteúdo de usuários em redes sociais podem ser utilizados por gestores públicos para entender o comportamento dos moradores, turistas e potenciais visitantes por meio da pesquisa-ação, preparando e adaptando melhor a cidade.Beck e Ferasso, por sua vez, analisam o reflexo da identidade da marca, ou seja, a imagem das cidades. Neste estudo, uma revisão sistemática da literatura foi utilizada para analisar o conteúdo da literatura sobre imagem urbana no contexto do Mercado Comum do Sul (MERCOSUL). O trabalho demonstra que a gestão da imagem urbana mostra como as cidades podem superar as disparidades socioeconômicas, com a implementação de um projeto eficiente de imagem urbana a fim de promover desenvolvimento urbano bem-sucedido.Monte, Pompeu e Holanda descrevem uma interessante abordagem qualitativa temática-exploratória de um lugar esquecido – museu corporativo – como um espaço empresarial e cultural que influencia a imagem de um lugar. Os autores acreditam que os museus corporativos são um importante ativo cultural na promoção da marca do lugar e ainda, que esses museus pertencem não apenas à empresa, mas também à cidade, região e país onde está localizado, atraindo turistas e investidores, fomentando um sentimento de pertencimento entre os moradores. O estudo, que foi apresentado no Place Branding Track no EMA 2021, propõe um modelo explicativo e teórico de como uma marca de lugar (cidade, região ou país) pode ser potencializada por meio de um museu corporativo.Outro ponto de vista empresarial foi adotado por Munaier, Rocha e Portes ao investigarem o impacto da localização da sede comercial de um prestador de serviços em educação física perante a confiança da marca dos clientes. A teoria da troca social e a confiança na marca foram fundamentos teóricos para as hipóteses deste estudo quantitativo usando técnicas estatísticas multivariadas. Ao perceber que a localização da sede influencia a confiança da marca dos clientes, os autores sugerem que a escolha de um local é um processo complexo que as empresas devem gerenciar com cuidado; ao mesmo tempo, os lugares podem usar essas relações para fins de branding.As questões de mensuração do processo de gestão de marca de lugar são discutidas por Cunha, Luce e Rovedder; eles desenvolveram e testaram a medida de valor da marca local baseada em stakeholders (SBPBE) do Vale dos Vinhedos, na região Sul do Brasil. Com base nos resultados dessa pesquisa quantitativa a partir dos perfis dos entrevistados, os autores demonstram que quanto mais movimentos e atividades das pessoas em um local, mais positiva tende a ser sua avaliação do valor da marca do lugar. Os resultados desta pesquisa, apresentada no Place Branding Track no EnANPAD 2021, sustentam uma proposta de mensuração para avaliar esses múltiplos stakeholders sobre o posicionamento da marca com base em dados comportamentais.Os dois últimos artigos indicam as recomendações de estudos e as direções para desenvolvimentos futuros no domínio da pesquisa sobre gestão de marca de lugar.Com base em uma revisão sistemática da literatura, Campos, Galina e Giraldi estabelecem as diretrizes para futuras estudos interdisciplinares sobre soft power, analisando seu alinhamento teórico-prático com indústrias criativas e gestão de marca de lugar. Após a adoção da análise de conteúdo com abordagem teóricas, foram identificadas seis áreas relevantes com breve descrição e referências oblíquas nessa investigação pujante: psicossociologia, mobilidade laboral, planejamento urbano, diplomacia artística, gastrodiplomacia e indicações geográficas. Demonstra-se como o soft power e o place branding revelam uma relação explícita entre si: teoricamente, estrategicamente e politicamente.Ocke e Platt apresentam uma agenda de pesquisa convidativa, fornecendo alguns apontamentos para acadêmicos, profissionais de branding e profissionais de marketing que ocorrem no escopo da gestado de marca – identidade, imagem e reputação de um lugar. Ao adotar material bibliográfico, sob uma visão geral do nation branding com suas orientações econômicas, políticas e cultural-críticas, em que propostas significantes para o Brasil são sugeridas para a gestão eficaz das marcas de lugares, incluindo: (i) nomeação de um órgão formal para coordenar as ações e atores reconhecendo o papel dos stakeholders nas etapas de tomada de decisão; (ii) cooperação entre governadores e líderes para alcançar objetivos comuns sob um programa único de marca guarda-chuva que beneficia diferentes setores da economia; (iii) a conquista de oportunidades de mercado por meio de ativos identitários competitivos, como a orientação da marca green place; e (iv) aplicação de métodos integrados para mensurar e avaliar os resultados dos esforços de place branding.Com esta Edição Especial, intitulada “Qual lugar? Os Caminhos Futuros do Place Branding”, esperamos incentivar ações e estimular um debate sobre como a gestão de marca de lugar pode efetivamente melhorar os lugares brasileiros e como o conhecimento oferecido pela comunidade acadêmica pode preparar qualquer tipo de lugar para os próximos desafios. “O que vem depois?” Considerando o papel promissor da gestão de marca de lugar no Brasil, nossas recomendações para estudos futuros destacam temas relacionados com o atual status quo atual do país, ao momento pós-pandemia, a reintegração humana aos lugares a, ainda, questões de sustentabilidade. Estudos sobre a gestão de marca de lugar requer estudos interdisciplinares adicionais, integração de disciplinas, grupos de pesquisa de parcerias internacionais, intercâmbios profissionais, iniciativas público-privadas, mapeamento de clusters, análises em geomarketing e métodos mais sofisticados para avaliação crítica acompanhados de problemas de pesquisa instigantes bem estabelecidos.Apêndice INota de AgradecimentoNós apreciamos o apoio inesgotável do Editor-Chefe Prof. Dr. Julio Carneiro da Cunha.Somos gratos aos seguintes revisores, que contribuíram de forma organizada para nossa edição especial:Dr. Antônio Azevedo - Universidade do Minho, PortugalDra. Beatriz Casais - Universidade do Minho, PortugalDra. Caroline Finocchio - Universidade Federal do Mato Grosso do Sul, BrazilDra. Cecilia Pasquinelli - Università degli Studi di Napoli Parthenope, ItalyPh.D. Candidate: Donizete Ferreira Beck - Universidade Nove de Julho, SP, BrazilDr. Eduardo de Paula e Silva Chaves - Universidade de São Paulo Instituto Federal de São Paulo, BrazilDra. Fernanda Scussel - Universidade de Santa Catarina, BrazilDr. Glauber Eduardo de Oliveira Santos - Universidade de São Paulo, BrazilDr. João Ricardo Freire - Universidade NOVA de Lisboa Universidade Europeia, PortugalDr. Julio Araújo Carneiro da Cunha - Universidade Nove de Julho, SP, BrazilDra. Marina Lourenção - Universidade de São Paulo, BrazilPh.D. Candidate: Mateus Artêncio - Universidade de São Paulo, BrazilDra. Mariana Sutter - Toulouse Business School, FranceDr. Marco Ocke - Universidade Federal de Santa Catarina, SC, BrazilDr. Mihalis Kavaratzis - University of Leicester, EnglandDra. Mirna de Lima Medeiros - Universidade Estadual de Ponta Grossa, PR, BrazilDra. Monica Franchi Carniello - Universidade de Taubaté, SP, BrazilDr. Rafael Barreiros Porto - Universidade de Brasília, D.F., BrasilDr. Ricardo Limongi - Universidade Federal de Goiás, GO, BrasilDr. Robert Bowen - Swansea University, Wales, United KingdomDr. Roberto Flores Falcão - Centro Universitário FECAP, SP, BrasilPh.D. Candidate: Sergio Czajkowski - UNICuritiba, PR, BrasilDra. Suzane Strehlau - Escola Superior de Propaganda e Marketing, SP, BrasilDra. Thaysa Nascimento - Universidade Federal do Rio de Janeiro, RJ, BrasilDra. Virginia Castro - Universidade Federal da Integração Latino-Americana, PR, BrazilDra. Vivian Iara Strehlau - Escola Superior de Propaganda e Marketing, SP, BrasilDr. Wesley Moreira Pinheiro - Pontifícia Universidade Católica de São Paulo, SP, Brasil

The article is devoted to the issues of modeling the accessibility of public transport and the formation of its criteria by using geographic information systems (GIS). The paper presents an analysis of the relationship between transport development and the development of large cities. The article analyzes the world and domestic experience of using transport availability indices in urban planning policy: public transport accessibility indices; a model of transit-oriented development, examples of its practical application in various cities worldwide. Based on the study of a number of methods based on objective and subjective assessments of the level of transport accessibility, it was concluded that there is currently no universal methodology for a comprehensive assessment of the transport accessibility in megalopolises (objective and perceived). The modern possibilities of solving the tasks set by geomarketing technology based on the use of big data are identified. The practical significance of the results obtained by the authors is due to the possibility of forming, on the basis of the studied methods, a system for analyzing the transport accessibility of capital objects in Moscow, differentiating the level of transport accessibility for different groups of the population.

The article presents the result of the author's analysis on the study of the main directions of territory marketing, methods and ways of its implementation. The regulatory and legal framework related to the marketing of the territory, applied on the territory of municipalities of the Moscow region, is considered. It is revealed that the fundamentals of territorial marketing are established by normative legal acts issued by the municipality itself, which implements promotion and attraction programs. The priority directions of marketing of the territory are described, in the Russian Federation as a whole, and in the Moscow region in particular, there is a trend of development of this direction, but there are no identical brands and strategies because each territory works out and implements its strategies that are not identical to others. As a result, there is an increased concentration of service strategies for the development of the territory, where geobranding becomes not paramount. Yielding its role in the conditions of changing the paradigm of socio-economic development of the territory to the socio-infrastructural one. This increases the need to develop master plans as the basis for the service development of territories in the interests of implementing marketing tasks.

The article proposes to use geomarketing as a conceptual and methodological basis for the development of strategies, justification and adoption of business decisions in the field of housing construction. Systematization of geomarketing objects, tasks, and tools, which can be used in development activities in the field of residential real estate construction, as well as in determining the suitability of regional primary housing markets for the implementation of development projects, has been carried out. The possibility of using geomarketing methods and tools by development companies when choosing the future location of housing and selecting areas for development is considered. For the analysis of regional real estate markets in Ukraine using the geomarketing methodology, an approach based on territorial zoning based on a set of indicators characterizing the demographic, economic, social, institutional, and administrative level of development of the respective region is proposed. The evaluation was carried out by means of cluster analysis, as a result, the housing markets of Kyiv, Dnipropetrovsk and Kyiv regions were identified as the most favorable for the implementation of development projects in the primary housing market, Odesa and Kharkiv regions have an average level of favorability, and other regions are characterized by a low level of favorability mainly due to the negative impact of demographic, socio-economic factors. Using the levels of favorable markets for the construction of primary housing proposed in the article will provide the developer with additional tools for decision-making. The proposed toolkit can be used by development companies and other participants in the investment and construction process with a greater degree of detail - the selection of territories at the level of individual cities and districts.&nbsp, Запропоновано використовувати геомаркетинг у якості концептуальної і методологічної основи для розробки стратегій, обґрунтування та прийняття бізнес-рішень у сфері житлового будівництва. Здійснено систематизацію об’єктів, завдань та інструментарію геомаркетингу, які можуть бути використані у девелоперській діяльності у сфері будівництва житлової нерухомості, а також при визначенні сприятливості регіональних ринків первинного житла для реалізації девелоперських проектів. Розглянуто можливість використання девелоперськими компаніями при виборі майбутнього місця розташування житла та вибору територій забудови використовувати методи та засоби геомаркетингу. Для аналізу регіональних ринків нерухомості в Україні із використанням методології геомаркетингу пропонується підхід, який базується на територіальному зонуванні за комплексом показників, що характеризують демографічний, економічний, соціальний, інституційний, адміністративний рівень розвитку відповідного регіону. Оцінювання проводилося засобами кластерного аналізу, у результаті ринки житла м. Київ, Дніпропетровської і Київської областей визначено як найбільш сприятливі для реалізації девелоперських проектів на ринку первинного житла, Одеська і Харківська області мають середній рівень сприятливості, а інші області характеризуються низьким рівнем сприятливості переважно за рахунок негативної дії демографічних, соціально-економічних чинників. Використання запропонованих у статті рівнів сприятливості ринків для будівництва первинного житла надасть девелоперу додатковий інструментарій для прийняття рішень. Запропонований інструментарій може використовуватись девелоперськими компаніями та іншими учасниками інвестиційно-будівельного процесу із більшим ступенем деталізації – вибір територій на рівні окремих міст та районів.&nbsp

The accumulation of a large amount of geospatial data requires new approaches to their processing and visualization. One of these approaches is the creation of a geomarketing system with a fundamentally new toolkit based on data clustering. The capabilities of such a system are shown using examples of housing cost assessment, determining the location of a new shopping center, a bank branch and a clinic.

Tese (doutorado) — Universidade de Brasília, Instituto de Ciências Humanas, Departamento de Geografia, Programa de Pós-Graduação em Geografia, 2022. Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES). A presente tese busca elucidar as dinâmicas inerentes ao surgimento de estruturas espaciais voltadas a atender um público consumidor, criando novas centralidades no espaço urbano. Para elucidar, foi analisado o comportamento de consumo de um grupo, por meio da compreensão dos símbolos e signos valorizados por eles. Compreendeu-se que com o advento da internet, as interações sociais que outrora estavam limitadas geograficamente, tornaram-se presentes em um âmbito virtual, onde elas desempenham o papel que já pertenceu apenas às centralidades urbanas. Esta nova dinâmica gerou centralidades na esfera virtual, onde indivíduos com interesses mútuos se congregam sem a necessidade de estarem no mesmo lugar, nem de interagirem em tempo real e no mesmo idioma. Portanto, foi defendida nesta tese que o virtual ocupa um espaço de centralidade de subgrupos (que não necessariamente estariam próximos) com poder de modificar o espaço geográfico, ao criarem lugares que portam os seus símbolos e significados. Como âncora espacial, foi selecionado o mercado fitness de luxo, por possuir grande presença na esfera virtual, ter capilaridade na malha urbana analisada e apresentar um número sucinto de instalações, o que permitiu o uso de pesquisa in loco durante quatro anos (de 2017 a 2021) para a coleta de dados primários de consumo e uma aprofundada análise dos símbolos e signos de comportamento e consumo para o público-alvo deste segmento de mercado. This thesis seeks to elucidate the dynamics inherent to the emergence of spatial structures aimed at a type of consumer, creating new centralities in the urban space. To elucidate, the consumption behavior of a group was analyzed, through the understanding of the symbols and signs valued by them. It was understood that with the advent of the internet, social interactions that were once geographically limited became present in a virtual environment, where they play the role that once belonged to urban centralities. This new dynamic created centralities in the virtual sphere, where individuals with mutual interests gather together without the need to be in the same place, nor to interact in real time and in the same language. Therefore, it was presented in this thesis that the virtual occupies a space of centrality of subgroups (which would not necessarily be spatially close) with the power to modify the geographic space, by creating places that carry their symbols and meanings. The luxury fitness market was selected as the spatial anchor, as it has a large presence in the virtual sphere, is widely spread in urban places and presents a succinct number of facilities, which allowed the use of on-site research for four years (from 2017 to 2021) for the collection of primary data and an in-depth analysis of the symbols and signs of behavior and consumption for the target audience of this market segment.

Connectivity is considered a crucial condition in vector network modeling, since route optimization analysis or geomarketing analyses could not be performed without it, when accessibility is among their parameters. Andalusia’s spatial data infrastructure got its start in 1990, with the creation of the Andalusian Institute of Cartography. The first public product of a vector cartography was the 1:400,000 digital map of Andalusia. Several series have been released at a scale of 1: 100,000 ever since, with different connectivity conditions that have required subsequent adjustments by transport networks researchers. The development of digital cartographic sources should not only result in an improvement in precision, but also in their operational capacity. This article analyzes the quality of these products based on their connectivity capacity with the intention of creating rules for modeling that ensure the ability to perform network analysis tasks using public and affordable spatial data infrastructures.

The article examines the role of the tourism industry in the world economy, reveals the specifics of the innovation process in tourism. The classification of innovations in tourism according to the object of their application is given. The main directions of using innovative marketing technologies in the field of tourism services are considered: release of new types of tourism product, change in the organization of production and consumption, identification and use of new markets, as well as the use of new equipment and technology. Factors that accelerate the introduction of marketing innovations are studied. Based on the analysis of world experience, several models of regulation of innovative tour operating activities in the EU have been identified. The first direction of formation of the model of the innovations development in tourism is the activity of stimulating innovations in the public and private sectors of tourism with the aim of their transition to a qualitatively new model of touring (similar model is used in Greece, Italy and Portugal). The second direction is defined as the internationalization and opening of new markets (a similar model of stimulating innovative development is typical of Spain, Romania and partly Norway). The third one includes support for entrepreneurship in the field of tourism, stimulation of entrepreneurial initiatives, opening a new tourism business (A similar model of stimulating innovation in tourism is typical of many countries in Europe, Australia, New Zealand). The fourth direction is the promotion of the country, its tourism product, including educational and cultural ones (A similar model is typical of Bulgaria, Croatia, Spain, Turkey, Thailand). The role of introduction and active development of e-business and marketing technologies is defined, especially in modern conditions. The necessity of development of the newest directions of the Internet marketing in the field of tourism, including mobile, Internet branding and geomarketing, is proved. The role of innovative marketing technologies as one of the central elements of modern development of activity of tourist firms, the necessity of application of computer technologies and non-standard ways of giving of the information during carrying out modern technical maintenance, are justified. The first group of such technological solutions consists of management technologies, including property management system (PMS), aimed at optimization of basic technological operations. The modern hotels and chains are trying to present themselves not only in global distribution system (GDS), which has become a powerful advertising tool, but also in alternative distribution system (ADS), which is primarily needed by hotels focused on the business segment. Global distribution system (GDS) is also closely integrated into well-known booking systems such as Booking.com, HRS, Agoda, Travelocity, Expedia etc. The next group is for food and beverages inventory management technology (F&B). The group of marketing technologies includes search engine optimization measures (SEO and PPC), which allow to raise the hotel site in search engine rankings, E-mail Marketing as a means of maintaining constant communication with the client, marketing activities in social media (Social Media Optimization), creation of virtual hotels or illusions of visiting a hotel (Second Life and Virtual Hotels Conclusion), branding, etc. The last group of technologies are service ones, i.e. technologies for improving hotel products and services. Innovative technologies are developing in the direction of ensuring sustainable development (greening of hotel services and activities), inclusion in traditional technological operations of innovative components: electronic concierge terminals, access to hotel services via mobile devices, maximizing Internet access, etc. Based on the analysis of the activities of large tour operators, regional differences have been identified in Turkey, Greece, Croatia, Spain, Austria, Norway and France. It is proved that marketing innovations in tourism have a qualitative novelty, which affects the promising areas of tourism development, improvement of existing tourism products, improving the image and competitiveness of the tourism industry. Based on the study, it is generalized that the role of marketing innovations in international tourism has been growing every year, and it has become especially relevant in the conditions of the COVID-19 crisis. For travel companies, the effect of marketing innovation can be expressed in the qualitatively new changes in the tourism industry, improving the efficiency of tourism infrastructure, management of sustainable operation and development of tourism in the country and the formation, positioning and consumption of tourism services, improving the image and competitiveness of travel companies.

La investigación busca establecer una comparación entre la presencia de áreas verdes próximas a centros educativos en dos distritos de Lima Metropolitana, Breña y Pueblo Libre, debido a la influencia que tienen en el bienestar humano; el trabajo incluyó visitas de campo, in situ de ambos distritos y un trabajo de gabinete donde se procesó la información tomada con el GPS Garmin Etrex 20, mediante el programa Postgresql / Postgis, además del uso del programa Google Earth Pro y la descripción de los datos obtenidos en las salidas de campo. Se determinó que Pueblo Libre posee un mayor porcentaje de área total parque (y en consecuencia, una mayor cantidad de área verde), por lo que la relación de parques con la cantidad de entidades educativas a radios de 100, 200 y 300 m en Pueblo Libre es mayor; Breña posee 0.33 m2 de área verde por habitante y Pueblo Libre 2.14 m2.

Dünyada etkisini gösteren küreselleşme ile birlikte işletmeler rekabet edebilmek için pazarlama stratejilerini geliştirmek zorunda kalmıştır. Gelişen yazılımlar ve coğrafi bilgi sistemlerinin de kullanılmaya başlanması ile işletmelerin daha kolay pazar araştırması yapabilecekleri coğrafi pazarlama yaklaşımı ortaya çıkmıştır. Mekansal problemlerin çözümünde coğrafi bilgi sistemleri kullanımı en etkili yöntemlerden biridir. Coğrafi bilgi sistemleri kullanımı sayesinde coğrafi özellikleri sosyal ve ekonomik verilerle ilişkilendirip analiz etmek perakende ticaretin pazar analizinde büyük ölçüde kolaylık sağlamıştır. Bu çalışmada çeşitli alanlarda hizmet veren sektörlere pazarlama aktiviteleri için coğrafi karar destek sağlaması amacıyla geliştirilen Geomarket uygulamasından bahsedilecektir. Ankara ilinin Çankaya ilçesindeki örnek işletmeler üzerinde sırasıyla etki alanı analizi, demografik analizler, kendi işletmelerinin yanında rakip işletmelerin de görülebileceği ilgi çekici noktalar (POI) analizi, işletmenin sokak bazlı ticaret hacmi analizi ve yoğunluk analizi yapılmıştır. Covid-19 pandemisinden en çok etkilenen sektörlerden biri olan perakende ticaret alanları için coğrafi pazarlama araçlarının geliştirilebilmesi, bunların tematik haritalarla gösterilmesi son derece önemli bir konudur. Alışveriş alışkanlıklarının değişmesi ile kişilerin yaptıkları harcamaların sektör ve konum bazlı görebilmesini gerektirmiş bu yüzden de pazarlama aktivitelerinin coğrafi konumlar ile birleştirilip incelenmesini daha da önemli hale getirmiştir. Yapılan analizlerde ise hem demografik veriler hem de POI noktaları ve trafik yoğunluğu da kullanılarak; seçili alandaki rakip firma yoğunluğu, kişi sayısı, hane başına düşen ortalama gelir, o alandaki kişilerin hangi alanlarda ne kadarlık harcama yaptığı gibi sonuçlar verilebilecektir. Bu sonuçlar şubelerin yer seçimindeki kararı almasında kişilerin, kurum ve kuruluşların referans noktası olabilecektir., Businesses have had to develop their marketing strategies to compate other companys with the effect of globalization in the world. A geographical marketing approach has emerged where businesses can conduct market research more easly with the use of developing software technologies and geographic information systems. One of the most effective methods of spatial problem solving is using geographic information systems. Thanks to this method, associating and analyzing geographical features with social and economic data has greatly facilitated the market analysis of retail.In this study, the Geomarket application is mentioned, which was developed to provide geographical decision support for marketing activities to sectors serving in various fields. Çankaya, Ankara district was selected as a study area and implemented respectively catchment analysis, demographic analysis, points of interest (POI) analysis, street-based trade volume analysis, and density analysis in case businesses. Retail trade areas are one of the sectors most affected by the Covid-19 pandemic and it is extremely important to develop geographic marketing tools for this sector and visualize them with thematic maps.With the change in shopping habits, it has become necessary for people to see their expenditures on the basis of sector and location, therefore, combining and examining marketing activities with geographical locations has made it even more important. Results show that density of competitors, the average income per household and people’s spending in the selected area with using both demographic data, POI points and traffic density. These results can be the reference of individuals, institutions and organizations in making the decision on the location of the branches.

[ES] En la actualidad, vivimos en un contexto de cambios constantes, los cuales se ven reflejados en la forma de vida de las personas y en la salud de nuestro planeta. Es por ello, que se plantean numerosas propuestas para adaptarse a estos cambios. Este proyecto, trata de estudiar las propuestas existentes, especialmente en el mundo urbanístico. De esta forma, realizando un análisis geoespacial mediante herramientas de Sistemas de Información Geográfica (SIG) y técnicas de geomarketing, podremos observar a Valencia respecto a una posible ciudad 15 minutos y la situación respecto al marco estratégico de la ciudad. Finalmente, se pretende obtener la situación existente respecto a los indicadores que nos puedan determinar la calidad urbanística de Valencia y de sus distritos y de sus barrios, para poder implementar mejoras y marcar una línea de trabajo en forma de futuras actuaciones en la ciudad., [EN] Currently, we live in a context of constant changes, which are reflected in the way of life of people and in the health of our planet. That is why many proposals are put forward to adapt to these changes. This project tries to study the existing proposals, especially in the urban world. In this way, by performing a geospatial analysis using Geographic Information Systems (GIS) tools and geomarketing techniques, we will be able to observe Valencia regarding a possible 15-minute city and the situation regarding to the city's strategic framework. Finally, it is intended to obtain the existing situation about indicators that can determine the urban quality of Valencia and its districts and neighborhoods, in order to implement improvements and establish a line of work regarding future actions in the city., [CA] Actualment, vivim en un context de canvis constants, els quals es veuen reflectits en la forma de vida de les persones i en la salut del nostre planeta. És per això, que es plantegen nombroses propostes per adaptar-se a aquests canvis. Aquest projecte, tracta d'estudiar les propostes existents, especialment al món urbanístic. D'aquesta manera, fent una anàlisi geoespacial mitjançant eines de Sistemes d'Informació Geogràfica (SIG) i tècniques de geomàrqueting, podrem observar València respecte a una possible ciutat 15 minuts i la situació respecte al Marc Estratègic de la Ciutat. Finalment, es pretén obtenir la situació existent respecte a indicadors que ens puguin determinar la qualitat urbanística de València i dels seus districtes i barris, per tal de poder implementar millores i marcar una línia de treball respecte a les futures actuacions a la ciutat.

Maestría en Mercadeo, Facultad de Ciencias Contables, Económicas y Administrativas. El modelo del marketing mix ha permitido recorrer todo el desarrollo de la evolución del Marketing con las 4P´s cuya teoría sigue siendo objeto de discusión en la literatura académica y la práctica empresarial. Si bien es un hecho que el Marketing mix es uno de los pilares de la teoría, no se puede desconocer el desarrollo del entorno empresarial, también son elementos que constituyen el Marketing mix. El discurso digital representa la más reciente de los contextos empresariales y de mayor necesidad de diferenciación del Marketing mix. A lo largo de este evolutivo proceso, los investigadores siempre se han dividido entre los "defensores", que piensan que el paradigma de las 4 P es capaz de adaptarse a los cambios del mercado mediante la inclusión de nuevos elementos dentro de cada "P", y los "exploradores", quienes afirman que el paradigma de las 4 P está obsoleto y propone nuevos arquetipos.

Resumen: El geomarketing aplicado, con propósitos comerciales, aborda elementos del marketing, incorporando perspectivas espaciales, todo soportado por SIG. Analiza temáticas de mercado, colaborando a la comercialización privada de bienes y servicios, definiendo coberturas geográficas comerciales y rentabilizando dichos negocios. Dichas técnicas, también aplican al análisis y evaluación de proyectos apoyando eficazmente programas sociales organizados por el sector público u otros usuarios, satisfaciendo necesidades en comunidades urbanas: génesis del geomarketing social, una nueva orientación. Ésta busca aumentar el bienestar de los ciudadanos; ej. Localización de equipamiento educa cional, salud, deportivo o soporte a la aplicación de políticas y programas a beneficiarios segmentados. Este artículo, basado en proyectos I+D+i realizados por los autores, propone una sistematización metodológica e informatizada, para aplicar geomarketing desde ambas perspectivas orientadas al usuario. Se identifica información, etapas, procesos propios y compartidos, más resultados obtenidos. Se prueba un caso comercial y otro social, en el Centro Metropolitano de Concepción, Región del Biobío, Chile.

Objetivo do estudo: Revelar o real interesse dos pesquisadores de marketing pela questao locacional (geomarketing) e demonstrar como aspectos metodologicos (implicacoes dos metodos locacionais) e teoricos (diferencas conceituais) atuam na estagnacao e na baixa participacao da producao cientifica de estudos de geomarketing. Metodologia/abordagem: Coleta de dados por meio de questionario, bases de dados cientificas e demograficas, tratados por metodos estatisticos (teste-t/regressao) e locacionais. Principais resultados: O grande interesse dos pesquisadores de marketing pela questao locacional nao se reflete em volume de producao cientifica. Implicacoes dos diferentes metodos locacionais nos resultados de um problema de marketing sao pouco exploradas. O uso de sistemas de informacao geografica (GIS) e a vinculacao teorica das pesquisas a estrutura seminal do marketing se apresentam como elementos que dificultam pesquisas em geomarketing, se colocando tambem como possiveis justificativas para o baixo numero de publicacoes de geomarketing nas areas de negocios (administracao/marketing). Contribuicoes teoricas/metodologicas: Metodos locacionais podem ser reproduzidos sem GIS. As implicacoes associadas aos metodos locacionais podem ser utilizadas como direcionadores da solucao para cada problema de pesquisa. Os problemas de geomarketing podem ser vinculados a teoria do marketing, desde que o lugar se apresente como elemento de ligacao com o mercado e sua dinâmica, e nao como objeto desconectado do comportamento dos consumidores. Relevância/originalidade: A pesquisa mostra como evitar a aplicacao inconsistente de tecnicas, conceitos e rotulos geograficos nos varios dominios empiricos do marketing regional, um ponto relevante para aumentar o numero de pesquisas de geomarketing em paises em desenvolvimento como o Brasil.

Computing path queries such as the shortest path in public transport networks is challenging because the path costs between nodes change over time. A reachability query from a node at a given start time on such a network retrieves all points of interest (POIs) that are reachable within a given cost budget. Reachability queries are essential building blocks in many applications, for example, group recommendations, ranking spatial queries, or geomarketing. We propose an efficient solution for reachability queries in public transport networks. Currently, there are two options to solve reachability queries. (1) Execute a modified version of Dijkstra’s algorithm that supports time-dependent edge traversal costs; this solution is slow since it must expand edge by edge and does not use an index. (2) Issue a separate path query for each single POI, i.e., a single reachability query requires answering many path queries. None of these solutions scales to large networks with many POIs. We propose a novel and lightweight reachability index. The key idea is to partition the network into cells. Then, in contrast to other approaches, we expand the network cell by cell. Empirical evaluations on synthetic and real-world networks confirm the efficiency and the effectiveness of our index-based reachability query solution.

Location plays a very important role in geomarketing. Location tells where the customers are, identifies something in the surrounding area or solves problems regarding the location of a new outlet. However, in an urban area, the locations have a vertical component due to high-rise and multilevel buildings. This situation requires a new approach that can handle three-dimensional data for location analysis. In this research, a novel 3D data structure is introduced to manage and constellate locations in three-dimensional space. The data structure is designed based on a group of classifications and clusters, and supplemented with the additional element of nearest-neighbour information. The locations are analysed to determine a geomarketing strategy by using several methods, such as single-nearest-neighbour, k-nearest-neighbour (kNN) and reverse-k-nearest-neighbour (RkNN) analyses. These analyses are performed based on encoded neighbour information of the Voronoi diagram that is extracted from the data structure. From the results, various tasks pertaining to geomarketing strategy can be carried out, such as identifying nearby competitors, locating target customers for marketing purposes and analysing the impact of opening a new outlet on competitors. Additionally, the proposed method is tested for its ability to handle large amounts of geomarketing data in terms of its efficiency in time retrieval and storage. The data structure is compared with 3D R-Tree to analyse its performance and efficiency. 3D R-Tree is chosen because it is the most commonly used structure in spatial databases. The test demonstrates that the proposed method requires the least amount of Input/Output than 3D R-Tree. The performance of the data structure is also evaluated; the results indicate that it is outperforms it competitors by responding 60–80% faster to query operations.

A crescente competitividade de mercado e a popularização dos Sistemas de Informação Geográfica têm levado a uma necessidade de integração de dados e metodologias para geração de análises espaciais robustas. Este trabalho objetiva apresentar um estudo de caso que busca mapear regiões potenciais para a instalação de varejos alimentícios no município de Maringá-PR. A partir de um conjunto de dados viários, locacionais e sociodemográficos gratuitos, foi gerado um mapa síntese através do método AHP em ambiente SIG, subsidiado por métodos de interpolação como krigagem ordinária e regressão polinomial. Em comparação com estudos de caráter qualitativo, o resultado da aplicação desta metodologia permitiu uma integração objetiva de diversas variáveis em um mapa síntese. O potencial de instalação de varejos alimentícios se concentrou no centro da cidade, outras duas manchas com alto potencial de instalação foram identificadas, uma no setor leste da cidade e a outra à noroeste. Ressalta-se que o mapeamento de síntese apresenta a variação espacial do potencial para instalação de novos varejos alimentícios, sem a especificação de qual tipo.

We study the problem of computing isocontours in static and dynamic road networks, where the objective is to identify the boundary of the region that is reachable from a given source within a certain amount of time (or another limited resource). Although there is a wide range of practical applications for this problem (e.g., urban planning, geomarketing, visualizing the cruising range of a vehicle), there has been little research on fast algorithms for large, realistic inputs, and existing approaches tend to compute more information than necessary. Our contribution is twofold: (1) We propose compact but sufficient definitions of isocontours, based on which (2) we provide several easy-to-parallelize, scalable algorithmic approaches for faster computation. By extensive experimental analysis, we demonstrate that our techniques enable interactive isocontour computation within milliseconds even on continental networks, significantly faster than the state of the art.

Submitted by Sandra Domingues (sandra.domingues@campus.ul.pt) on 2021-05-07T09:06:24Z No. of bitstreams: 1 Lopes_Luís_TM_2021.pdf: 7959302 bytes, checksum: ccc423dba7a9ac6e0117be4f0a218cd3 (MD5) Made available in DSpace on 2021-05-07T09:06:50Z (GMT). No. of bitstreams: 1 Lopes_Luís_TM_2021.pdf: 7959302 bytes, checksum: ccc423dba7a9ac6e0117be4f0a218cd3 (MD5) Previous issue date: 2021-04-19

The article explores the role of the tourism industry in the global economy, reveals the specifics of the innovation process in the field of tourism. The concept of “innovation in tourism” is defined as systemic events that have a qualitative novelty, which leads to positive changes and ensures the stable functioning of the tourism industry. The classification of innovations in tourism by the object of their use is given. The main directions of using marketing innovative technologies in the field of tourism services are considered: the release of new types of tourism products, changes in the organization of production and consumption, the identification and use of new markets for products, and the use of new equipment and technologies. The factors that accelerate the implementation of marketing innovations are investigated. The role of electronic business in the implementation of marketing technologies is shown. The necessity of developing the latest directions of Internet marketing in the tourism industry, including mobile, viral, block marketing, branding and geomarketing, has been proved. The role of innovative advertising companies as one of the central elements of the marketing activities of travel agencies is shown. The necessity of using modern technical support, computer technology and non-standard methods of presenting information during their implementation has been proved. It was determined that marketing innovations in tourism have a qualitative novelty that affects promising areas of tourism development, improvement of existing tourism products, increasing the image and competitiveness of tourism industry enterprises.

This paper deals with a source market size estimation tool that is based on a combination of geomarketing information and consumer spending datasets. We have decided to apply a proposed estimation method on three consumption expenditure groups that are related to the tourism and hospitality industry in the Czech Republic. The geographic and consumer spending data sets for the period 2011 - 2016 were drawn from publicly available sources. With the use of GIS software, this method allowed us to estimate and graphically display consumer spending on recreation and culture; restaurants and hotels; and transport in 2016 at the level of Czech districts, as well as the average annual growth rate during the period 2011 – 2016. This paper describes the Czech tourism and hospitality market from its size and growth point of view. It shows the trends in expenditures for hospitality and tourism services, explain the purchasing power in Czech regions and districts and predict the development for next few years. The results obtained by this low-cost method can be easily used by enterprises from the Czech Republic within domestic tourism, as well as by the foreign companies wanting to attract Czech visitors.

Nowadays, thank to the huge advances in the field of communication technologies, marketing decision-makers can collect various kinds of data related to their clients. The challenge is to analyze this data by using different techniques in order to enrich the shopping experience and strength the relation with the customers by personalized promotions. In this paper an innovative geomarketing solution is proposed. This solution consists of three components: smartphone application, the server application, and beacons. The smartphone application detects the location of the customer by using beacons and the information is then sent to the server application for processing in order to generate the adequate. Moreover, we will use datamining tools to understand the relationships between the products that people buy in order to provide customized marketing messages and adapting the shop to their needs.

Исследование посвящено проблеме учета фактора транспортной доступности объектов недвижимости учреждений профессионального образования при принятии управленческих решений по оптимизации сети профессиональных образовательных организаций. Определены методологические основы исследования. Предложена методика качественной и количественной оценки транспортной доступности объектов недвижимости профессиональных образовательных организаций. Валидность и надежность методики проверена на сети профессиональных образовательных организаций Липецкой области., The research is devoted to the problem of taking into account the factor of transport accessibility of real estate objects of professional education institutions when making management decisions to optimize the network of professional educational organizations. The methodological foundations of the research have been determined. A method of qualitative and quantitative assessment of transport accessibility of real estate objects of professional educational organizations is proposed. The validity and reliability of the methodology was tested on the network of professional educational organizations of the Lipetsk region., Естественные и технические науки, Выпуск 12 (150) 2021

Fundación CajaCanarias La modalidad y la categoría de los alojamientos turísticos se plantean como esenciales en la localización y la tipología de los equipamientos y servicios comerciales de las áreas turísticas de litoral. Esta relación permite identificar patrones espaciales a través de la delimitación de unidades territoriales con cierto grado de homogeneidad respecto a la oferta comercial. El resultado es la segmentación territorial de tales áreas, mediante la definición de zonas de preferencias, necesidades, motivaciones, comportamientos, hábitos, actitudes, expectativas y pautas de consumo de productos y servicios comerciales similares. El objetivo de este trabajo es analizar las potencialidades de dicha segmentación. Para ello se plantea un ejemplo en las áreas turísticas del sur de Tenerife (Canarias, España). Les característiques dels allotjaments turístics es plantegen com a essencials en la localització i la tipologia dels equipaments i serveis comercials de les àrees turístiques de litoral. Aquesta relació permet identificar patrons espacials a través de la delimitació d'unitats territorials amb cert grau d'homogeneïtat respecte a l'oferta comercial. El resultat és la segmentació territorial d'aquestes àrees, mitjançant la definició de zones de preferències, necessitats, motivacions, comportaments, hàbits, actituds, expectatives i pautes de consum de productes i serveis comercials similars. L'objectiu d'aquest treball és analitzar les potencialitats d'aquesta segmentació. Per fer-ho es planteja un exemple a les Canàries (Espanya). Les caractéristiques de l'hébergement touristique sont considérées comme essentielles pour l'emplacement et la typologie des équipements et des services commerciaux dans les zones touristiques côtières. Cette relation permet d'identifier des schémas spatiaux à travers la délimitation d'unités territoriales avec un certain degré d'homogénéité par rapport à l'offre commerciale. Le résultat est la segmentation territoriale de ces zones, en définissant des zones de préférences, de besoins, de motivations, de comportements, d'habitudes, d'attitudes, d'attentes et de modes de consommation de produits et de services commerciaux similaires. L'objectif de ce travail est d'analyser les potentialités de cette segmentation. Pour cela, nous présentons un exemple concernant les îles Canaries (Espagne). The characteristics of tourist accommodation are considered a key aspect of the location and typology of commercial facilities and services in coastal tourist areas. This relationship allows identifying spatial patterns through the delimitation of territorial units with a certain degree of homogeneity with respect to the commercial supply. The result is the territorial segmentation of these areas through the definition of zones of preferences, needs, motivations, behaviors, habits, attitudes, expectations and consumption patterns of similar commercial products and services. The objective of this paper is to analyze the potentialities of this segmentation. To this end, an example is presented of the Canary Islands, Spain.

The use of geolocation technologies is an opportunity for businesses dedicated to retail the city of Manizales can approach their customers and offer different promotions, discounts, advertising and better and improve the customer experience, using its location. However, to ensure the proper design of a marketing strategy of proximity, it is necessary to know the factors that influence the acceptance that will have the use of this technology in users or end consumers, ensuring that stores in the city can offer appropriate services. Through the use of the UTAUT2 model an exploration of those factors that influence the adoption and use of this technology is made using a PLS-SEM model. The results confirm that the variables hedonic motivations, performance expectation, effort expectation and price are statistically significant for users. The use of this technology brings a better experience for and to the customer, providing added value to the final product.

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Accounting for consumer demand in different categories in various districts of the city is one of the most important stages in planning the development of a business related to the sale of goods and services. The exponential growth in the amount of data available for analysis in recent years opens up new opportunities for marketers to form optimal strategies for the development of a chain of retail outlets based on real data on customer purchases, which can be developed using data analysis and machine learning methods. The paper proposes a predictive analytics method based on transactional data on purchases of private clients of banks in an urban network of retail outlets. Trends in purchasing activity in various categories of goods and services, combined with the identified geolocation, demand and competitive characteristics of outlets, can be used to predict consumer demand in various city districts and make recommendations on changing the assortment of outlets to reduce costs and increase profits.

Geomarketing has become a critical domain for most of companies dealing with retailing and services for the three last decades. Usually, retail and service companies utilize geomarketing to make decisions about store location, trade area delineating, and customer plotting. Little by little new applications have emerged from mapping uses dealing with prices, merchandising, and promotion (advertising, direct marketing, sales promotion, salesforce management). Spatial consumer behavior is now considered of paramount importance either within the store or outside as competition is sometimes growing fiercely in markets, on the one hand, and customers are more and more mobile, on the other hand. But the true revolution appears suddenly with smartphones and touch pads which enable to develop both a real mobile marketing (m-marketing) and location-based marketing. With this device, any consumer can be positioned anywhere, anytime to send him/her messages as she/he can keep informed about products and prices, and purchase opportunities; meanwhile, this consumer may either buy from anywhere or at any time. Mapping is no more the only way to manage decisions in a spatial context in marketing. Hence, many concepts should be considered or reconsidered: spatial commodity, ubiquity, proximity, and so on. And new methods emerge to better control space in markets and to be sure to keep in touch with customers even though this last intention should be limited for privacy reasons. That is the reason why geomarketing should be enlarged to spatial marketing.

The research seeks to establish a comparison between the presence of green areas near educational centers in two districts of Metropolitan Lima, Breña and Pueblo Libre, due to the influence they have on human well-being; the work included field work, with institutional visits to both districts and a cabinet work where the information taken with the Garmin Etrex 20 GPS using Postgresql/Postgis software, besides Google Earth Pro program and the description obtained in the field work was processed. It was determined that Pueblo Libre has a higher percentage of total park area (and consequently, a greater amount of green area), so the relationship of parks with the number of educational entities at radii of 100, 200 and 300 m in Pueblo Free is greater; Breña has 0.33 m2 of green area per inhabitant and Pueblo Libre 2.14 m2., La investigación busca establecer una comparación entre la presencia de áreas verdes próximas a centros educativos en dos distritos de Lima Metropolitana, Breña y Pueblo Libre, debido a la influencia que tienen en el bienestar humano; el trabajo incluyó visitas de campo, in situ de ambos distritos y un trabajo de gabinete donde se procesó la información tomada con el GPS Garmin Etrex 20, mediante el programa Postgresql / Postgis, además del uso del programa Google Earth Pro y la descripción de los datos obtenidos en las salidas de campo. Se determinó que Pueblo Libre posee un mayor porcentaje de área total parque (y en consecuencia, una mayor cantidad de área verde), por lo que la relación de parques con la cantidad de entidades educativas a radios de 100, 200 y 300 m en Pueblo Libre es mayor; Breña posee 0.33 m2 de área verde por habitante y Pueblo Libre 2.14 m2.

Advancements in new technologies have greatly assisted the retailers to struggle the challenge of providing customized services and building long-term customer loyalty. Moreover, the consumer analysis is the key enabler of a new wave of these personalized knowledge-based services. This gave birth to the idea of developing a geomarketing solution to integrate geolocalisation technics and Big Data analytics. In this proposed solution, customers are tracked using beacons that are set up in the store and personalized promotions are offered to the customers based on their shopping habits and purchase histories. The smartphone application detects the location of the customer inside the shop using Bluetooth Low Energy (BLE) signals sent by the beacons and the information is then sent to the server application for processing. The server application then sends personalized offers to the customer. By using customer’s movements, we will generate trajectory-ticket and use Q-analysis to explore the connectivity of aisles. For the clustering, customers are clustered by using K-means. Given these results, the system provides customized coupons and price discounts for each customer based on their previous preferences and behaviors. The geomarketing system helps the store’s managers to understand the customer and offer personalized promotions.

We present spaTScope, a web application for visual exploration of geolocated time series. Analyzing such data is becoming increasingly important in many domains, such as energy demand management, geomarketing and geosocial networks. spaTScope allows users to visually explore large collections of geolocated time series and obtain insights about trends and patterns in their area of interest. The provided functionalities leverage a hybrid index that allows to navigate and group the available time series based not only on their similarity but also on spatial proximity. The results are visualized using linked plots combining maps and timelines.

Tesis de Maestría en Análisis Espacial y Geoinformática Diseño de una metodología de geomarketing para el establecimiento de farmacias en la Zona Metropolitana de Toluca

International audience; This article introduces a new model which aims at spatially optimizing the price of a product or service by considering supply and demand features, including their geographical location. Introducing the concept of a geomarketing-mix, factorial analysis and fuzzy clustering can be employed to automatically detect business and strategic opportunities. The method is applied to the French secondhand car market. By so doing, it is possible, first, to identify geographic areas that are typical of a certain supply and, second, to specify the optimal prices and types of vehicles for sale in these areas in view of a given marketing strategy.

[EN] This paper presents a methodology for performing electoral geomarketing to identify potential voters from each political party and to understand their characteristics. Such information can be useful for optimizing the resources of a political party when preparing the election campaign. In this paper, a statistical study is conducted to analyze the relationship between electoral data and several socio-demographic, dependence, migratory, economic, and educational variables. A geoportal, called Geo- Chess (https://upvusig.car.upv.es/geochess/) is used to create all the thematic maps, graphs, and the majority of statistical studies. The geoportal permits visualization of the thematic maps and graphs shown in this work., [ES] En este trabajo se presenta una metodología para realizar geomarketing electoral que permita identificar a los potenciales votantes de cada partido político y conocer sus características. Esta información puede resultar útil para optimizar los recursos de un partido político al preparar la campaña electoral. Se realiza un estudio estadístico para analizar la relación entre los datos electorales y diversas variables sociodemográficas, de dependencia, migratorias, económicas y educativas. Se utiliza un geoportal, llamado GeoChess ( https://upvusig.car.upv.es/geochess/) para crear todos los mapas temáticos, gráficos y la mayoría de estudios estadísticos. El geoportal permite visualizar los mapas y gráficos temáticos que se muestran en este estudio.

Objective: This research seeks to reveal the real interest of the marketing researchers by the geomarketing issue, and to show how methodological aspects (implications of locational methods) and theoretical (conceptual differences) act in the stagnation and the low participation of the scientific production of studies of geomarketing. Method: Data collection through a questionnaire, systematic literature review, and demographic database, treated by statistical (t-test/regression) and locational methods. Main results: Marketing researchers’ interests for the locational issue are not reflected in scientific production volume. Few researchers of locational methods explore the implications of those methods on the marketing problem results. Using Geographic Information Systems (GIS) and the theoretical linkage of research to the seminal structure of marketing (regional school) are elements that make geomarketing research difficult, and as possible justifications for the low representativeness of geomarketing in the areas of business (administration and marketing). Theoretical/Methodological Contributions: Locational methods can be reproduced without the use of GIS. The implications associated with locational methods can be used as solution drivers for each research problem. The problems of geomarketing can be linked to the theory of marketing, provided that the place presents itself as an element of connection with the market and its dynamics, and not as disconnected object of consumer behavior. Originality/Relevance: The research shows how to avoid the inconsistent application of techniques, concepts, and geographical labels in the various empirical domains of regional marketing, a relevant point to increase the number of geomarketing researches by marketing researchers, in developing countries such as Brazil. Objetivo do estudo: Revelar o real interesse dos pesquisadores de marketing pela questão locacional (geomarketing) e demonstrar como aspectos metodológicos (implicações dos métodos locacionais) e teóricos (diferenças conceituais) atuam na estagnação e na baixa participação da produção científica de estudos de geomarketing.Metodologia/abordagem: Coleta de dados por meio de questionário, bases de dados científicas e demográficas, tratados por métodos estatísticos (teste-t/regressão) e locacionais.Principais resultados: O grande interesse dos pesquisadores de marketing pela questão locacional não se reflete em volume de produção científica. Implicações dos diferentes métodos locacionais nos resultados de um problema de marketing são pouco exploradas. O uso de sistemas de informação geográfica (GIS) e a vinculação teórica das pesquisas à estrutura seminal do marketing se apresentam como elementos que dificultam pesquisas em geomarketing, se colocando também como possíveis justificativas para o baixo número de publicações de geomarketing nas áreas de negócios (administração/marketing).Contribuições teóricas/metodológicas: Métodos locacionais podem ser reproduzidos sem GIS. As implicações associadas aos métodos locacionais podem ser utilizadas como direcionadores da solução para cada problema de pesquisa. Os problemas de geomarketing podem ser vinculados à teoria do marketing, desde que o lugar se apresente como elemento de ligação com o mercado e sua dinâmica, e não como objeto desconectado do comportamento dos consumidores.Relevância/originalidade: A pesquisa mostra como evitar a aplicação inconsistente de técnicas, conceitos e rótulos geográficos nos vários domínios empíricos do marketing regional, um ponto relevante para aumentar o número de pesquisas de geomarketing em países em desenvolvimento como o Brasil.

El diseño cartográfico es una herramienta aplicada en el entorno digital y realista, siendo un elemento importante de cada espacio, lugar o evento. En este proyecto, basado en la experiencia personal con un cliente, sobre la ausencia de un sistema cartográfico en los almacenes de la empresa Pepe Ganga, se plantea la propuesta del desarrollo y solución de este problema. En primer lugar, se estudian las características de la investigación orientada al público social, mediante la comunicación directa o indirecta con el usuario. Para luego profundizar en los elementos semánticos del diseño y la cartografía, pasando por figuras geométricas, el color de las detonaciones cartográficas que se reflejan en los planos de temperatura y la clara interpretación de los iconos. En base a esto, se componen y realizan las piezas gráficas de diseño cartográfico, brindando así una excelente experiencia de usuario. De esta manera, reflejado en la experiencia, se da el segundo objetivo de este proyecto, la generación de estrategias comerciales, ya que los clientes tienen conocimiento sobre los diferentes puntos de venta ubicados en Colombia. Cartographic design is a tool applied in the digital and realistic environment, being an important element of each space, place or event. In this project, based on the personal experience of dealing with a client, the absence of a cartographic system in the warehouses of the Pepe Ganga company, is proposed the development and solution of this problem. Firstly, the characteristics of a research guided to the social public are studied, in this way using direct or indirect communication with the user. To later, delve into the semantic elements of design and cartography, passing through geometric figures, the color of the cartographic detonations that are reflected in temperature planes and the clear interpretation of the icons. Based on this, the graphic pieces of cartographic design are made and composed, thus giving an excellent user experience. In this way, reflected in the experience, the second objective of this project is given, the generation of commercial strategies, since the clients have knowledge about the different points of sale located in Colombia. Diseñador gráfico http://unidadinvestigacion.usta.edu.co Pregrado

In Brazil, studies show that the application of Geographic Information Systems has taken different sizes when used for decision-making. The goal is to analyze the behavior of the citizen in relation to the use of information for decision making. The research's methodology was characterized as an exploratory and quantitative study with an non-probability sampling by convenience involving 172 citizens, collected through presential and electronic channels. The results gathered show the usage percentage of digital maps for the localization of addresses, clients and business competition, as well as traffic information and touristic destinations. The conclusion of the study affirms that 98% of the subjects utilize the Google Maps research tool to locate addresses, 76% to find clients, 73% to identify touristic destinations, 65% to get real-time traffic information and 58% to locate business competition. No Brasil, estudos mostram que a aplicação das ferramentas de sistema de informação geográfica vem ganhando diferentes formatos de uso para tomada de decisão. O objetivo deste artigo é analisar o comportamento do cidadão em relação ao uso de informações para tomada de decisão. A metodologia da pesquisa foi caracterizada como estudo exploratório e quantitativo com amostragem não probabilística por conveniência junto a 172 cidadãos, cuja coleta foi realizada pessoalmente e por meio eletrônico. Os resultados auferidos mostram os índices de usos de mapas digitais na localização de endereços, de clientes e concorrência, além da situação do trânsito e pontos turísticos. A conclusão do estudo reitera que 98% dos respondentes usam a ferramenta do Google Maps para localização de endereços, 76% para encontrar clientes, 73% para identificação de pontos turísticos, 65% para visualização do trânsito em tempo real e 58% para localização dos concorrentes.

Este trabalho tem como principal objetivo analisar os fatores associados ao processo de Geomarketing na tomada de decisão dos empreendimentos pesquisados no estado de Mato Grosso. Buscando ainda identificar o perfil dos empreendimentos pesquisados, quantificar os principais fatores que influenciam o processo de gestão mercadológica dos postos de combustíveis, mensurar aspectos relacionados ao Geomarketing utilizados pelos empreendimentos e qualificar o Geomarketing. Foram geradas tabelas com os resultados obtidos através de questionários aplicados aos proprietários dos postos de combustíveis e foi possível alcançar os objetivos pressupostos, sendo capaz de apontar e mapear aspectos importantes para a inserção e solidificação das empresas no estado do Mato Grosso. Identificou-se a situação e a evolução econômica da localidade em questão, assim foi possível verificar a importância de localização para decisões estratégicas das organizações. Diante dos mapas elaborados e através das análises desenvolvidas com várias variáveis confrontando e cruzando diversas informações, foi possível ter em mente um plano de localização de acordo com o segmento de atividade. Assim o Geomarketing possibilita balizar as ações e projetos de expansão e contribuindo para obter retorno sobre o investimento realizado.

[EN] Data Envelopment Analysis (DEA) is a relative measure of efficiency applied to a set of decision units and is being used more and more frequently in the supermarket sector. Nonetheless, given how strongly the sector's financials depend on demand, companies need to combine this measurement with trade area information to best manage corporate efficiency. In this paper, the proposal consists of integrating DEA with a clearly articulated, structural typology so that supermarkets, based on their particular characteristics, can determine which variables are most critical for improving their efficiency. This methodology has been validated in the case of one of Spain's five largest supermarket chains. A principal component analysis and a classification analysis were carried out on a series of internal management variables from 61 locations for which DEA had been used to calculate efficiency and to which multiple trade area variables were added using GIS. Some of them are related to the loyalty scheme membership programme. These latter variables described the implantation of the loyalty scheme member programme and were revealed as key elements for the efficiency of the supermarket. This methodology provides marketing profiles that are more adapted to local circumstances, thus allowing companies to set better internal benchmarking objectives., The authors would like to thank the Consum-Universitat Politècnica de València Chair (Cátedra) for its collaboration in this study.

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In 2017, the Brussels-Capital Region 20 700 points of sale for goods and services, accounting for 87 % of the expenditure made by the inhabitants of Brussels. This retail trade provides about 9 % of regional employment. This synopsis reviews what is known about distribution in Brussels, an indispensable economic sector whose complexity makes it difficult to understand due to its diversity, and which is subject to profound changes in consumption, the urban environment and the internal organisation of the profession. After outlining the framework of the analysis by defining trade through its functions, forms and stakeholders, the authors draw up several observations associated with major dynamics in the sector (transformation of supply and demand and changes in public regulation in particular). The third part of the synopsis responds to these observations by identifying clear issues which, if taken into account by the sector and supported by public authorities, could reconcile trade with urban space.

info:eu-repo/semantics/published

New technologies of information and market communication have permitted to the Marketing Tour experience a transformation, which has got big and deep changes in all management levels. Under this argument, geomarketing and georeferencing are transformed in an outstanding element, playing a key role in tour products commercialization, within this approach the objective of this research is proposing technological strategies of geomarketing and georeferencing with the use of technological tools. In the first stage of this proyect the theoretical literature related to the research and then base this research, in the second part, Tovar Expeditions Tour Operator was checked and diagnosed like a study case; this was through the directives and workers interview and taking in mind the Inboud Marketing Principle Theory, geolocation and geomarketing strategies are presented, the same as show technological tools for the positioning of the touristic destinations image, space information analysis, social networks management, data handling and lets a better identification of the customers’ necessities; in this way, adjusting supply to demand, it is included a web page prototype which join the previously mentioned strategies, this is like an example template. Finally, the proposal was validated using the expert judgment technique, obtaining a viable result; therefore, it is possible to present the Prototype created as a preliminary technological tool to support the management of the tourist operators of the Latacunga canton. Las nuevas tecnologías de la información y la comunicación de mercado han permitido al marketing turístico experimentar una transformación, que ha resultado en grandes y profundos cambios en todos los niveles de gestión. Bajo este argumento el geo marketing y la geo referenciación se transforman en un elemento destacado jugando un papel clave en la comercialización de los productos turísticos, dentro de este enfoque el objetivo de la presente investigación es proponer estrategias tecnológicas de geo marketing y geolocalización con el uso de herramientas tecnológicas. En la primera etapa de éste proyecto se revisó la literatura relacionada con la investigación y se fundamentó la misma, en la segunda parte se revisa y diagnostica a la Operadora Tovar Expeditions como el estudio de caso, esto mediante la entrevista a los directivos y trabajadores y tomando en cuenta los principios de la teoría del Inboud Marketing , se presentan las estrategias de geo localización y geo marketing, las mismas que muestran herramientas tecnológicas para el posicionamiento de la imagen de los destinos turísticos, el análisis de la información espacial , el manejo de redes sociales, manejo de datos y permite una mejor identificación de las necesidades de los clientes ajustando así la oferta a la demanda se incluye un prototipo de página web que reúne las estrategias anteriormente mencionadas esto como un plantilla ejemplo. Finalmente se validó la propuesta mediante la técnica del juicio de expertos obteniendo un resultado viable; por consiguiente, es posible presentar el Prototipo creado como una herramienta tecnológica preliminar para apoyar la gestión de las Operadoras turísticas del cantón Latacunga.

O varejo tem sido um dos setores protagonistas no desenvolvimento do mercado brasileiro, sendo um dos mais relevantes para a economia. Entre os diversos tipos de varejistas, como supermercados, hipermercados, lojas de conveniência e lojas de especialidades, um dos mais importantes é o varejo de autosserviço alimentar com grande parcela de participação econômica no país. O desempenho de supermercados depende de sua localização, isso devido ao maior volume de vendas das lojas ser de clientes que moram próximos geograficamente, ou dentro da área de influência da loja. O conceito de área de influência vem ganhando estudos renovados, principalmente com a facilidade do desenvolvimento destes através de análises realizadas por Geographic Information System (GIS). No entanto, Parente (2001) ressalta a necessidade do aprofundamento destes estudos, sobretudo com métodos que facilitem a previsão do comportamento da área de influência e de variáveis que possam estar relacionadas. Utilizando uma base de dados com 82.551 consumidores das 54 lojas de duas empresas supermercadistas com posicionamentos mercadológicos distintos, este estudo, de caráter seminal, busca correlacionar variáveis sociodemográficas e áreas de influência com relevante quantidade amostral de clientes através de metodologia de regressão linear múltipla. Conclui-se que há forte associação entre o posicionamento estratégico das organizações e os limites da área de influência, o que abre oportunidade para futuros estudos sobre previsibilidade das áreas de influência para novas unidades, indicadores de canibalização de clientes, previsão de área de influência de competidores ou previsão de faturamento para novas lojas a partir da delimitação das áreas de influência. Retail has been one of the leading sectors in the development of the Brazilian market, being one of the most relevant for the economy. Among the various types of retailers, such as supermarkets, hypermarkets, convenience stores and specialty stores, one of the most important is the self-service food retail with a large share of economic participation in the country. The performance of supermarkets depends on their location, due to the higher sales volume of the stores being from customers who live nearby geographically, or within the area of influence of the store. The concept of area of influence has been getting new studies, mainly with the ease of developing these studies through analysis carried out by Geographic Information System (GIS). However, Parente (2001) emphasizes that it is necessary to deepen this study, especially with methods that facilitate the prediction of the behavior of the area of influence and of variables that may be related. Using a database of 82,551 consumers from 54 stores of two supermarket companies with different market positions, this seminal study seeks to correlate sociodemographic variables and areas of influence with a relevant sample size of customers through multiple linear regression methodology. It is concluded that there is a strong association between the strategic positioning of organizations and the limits of the area of influence, which opens the opportunity for future studies on the predictability of areas of influence for new units, indicators of cannibalization of customers, forecast of the area of influence of competitors or billing forecast for new stores based on the boundaries of the areas of influence.

[EN] This paper presents a methodology for performing electoral geomarketing to identify potential voters from each political party and to understand their characteristics. Such information can be useful for optimizing the resources of a political party when preparing the election campaign. In this paper, a statistical study is conducted to analyze the relationship between electoral data and several socio-demographic, dependence, migratory, economic, and educational variables. A geoportal, called Geo- Chess (https://upvusig.car.upv.es/geochess/) is used to create all the thematic maps, graphs, and the majority of statistical studies. The geoportal permits visualization of the thematic maps and graphs shown in this work. [ES] En este trabajo se presenta una metodología para realizar geomarketing electoral que permita identificar a los potenciales votantes de cada partido político y conocer sus características. Esta información puede resultar útil para optimizar los recursos de un partido político al preparar la campaña electoral. Se realiza un estudio estadístico para analizar la relación entre los datos electorales y diversas variables sociodemográficas, de dependencia, migratorias, económicas y educativas. Se utiliza un geoportal, llamado GeoChess ( https://upvusig.car.upv.es/geochess/) para crear todos los mapas temáticos, gráficos y la mayoría de estudios estadísticos. El geoportal permite visualizar los mapas y gráficos temáticos que se muestran en este estudio.

В этой статье рассматривается, как геомаркетинговый анализ влияет на экономическую эффективность реализации инфраструктурных проектов коммерческой направленности. Систематизируются основные геомаркетинговые показатели. Приводятся примеры компаний, успешно использующих геомаркетинговые данные. Определяются пути перспективного развития геомаркетинговых технологий в инвестиционной деятельности.This article discusses how geomarketing analysis affects the economic efficiency of implementing commercial infrastructure projects. The main geomarketing indicators are systematized. Examples of companies that successfully use geomarketing data are given. The ways of perspective development of geomarketing technologies in investment activity are determined.