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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.

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.

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.

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.

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.

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.

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.

Motivation: The aim of this article is to show how the distribution of hard coal (and energy fuels) is organized in one of the largest coal companies in Europe. The analyzed company merged (1.04.2017) with Katowicki Holding Węglowy to form a new business entity. These actions have changed the organizational structure of the companies.Problem statement: During the planning of the hard coal distribution the specific nature of the coal industry must be taken into account. First of all, an analysis of the hard coal sales time series reveals a regularity of this phenomenon. The increased consumption of this fuel is clearly marked in the winter. As a result, mining companies are not able to eliminate sales and production seasonality due to natural causes. Therefore, in order to adapt to variable market conditions mining companies must manage production and distribution in order to survive the period of reduced demand, but also to meet the increased demand when needed.Approach and results: To examine the company's newly established structure a document analysis method was used. This study allowed to clarify the hard coal market in terms of marketing and to divide it on the basis of the coal consumption level. Two groups of customers, i.e. large customers and so-called small customers have been identified. The distribution channels of hard coal have been analyzed, as well as the methods of coal carriage to individual customers. The analysis of documents shows that small customers are the primary recipients of broken coal and small quantities of pea and rice coal. In the case of the coal distribution to small customers the most common solution is merchant participation. The role of the merchant is to reach the largest number of customers and to reduce seasonal fluctuations. The delivery of coal is usually carried out for those buyers by road transport.Conclusions: The conducted research allowed to clarify the hard coal market in terms of marketing and to divide it based on the level of hard coal consumption. Analysis of coal distribution was carried out in order to enable future modifications of the company's distribution process using geomarketing tools such as for example geocoding, Voronoi polygons, and geoprocessing.

Our background is the investment when opening a retail business in a regulated market, such as the pharmaceutical sector in Spain, which involves many risks caused by external factors that hinder the choice of a new-business location process. To study this phenomenon, we optimized the choice of the location of a retail site in a regulated market via a methodology that entailed a combination of analytical methods of spatial geometry with geographic information systems (GIS) and the analytic hierarchy process (AHP) multicriteria decision method. The integration of both methods shows great efficiency in the measurement of spatial reality in detail and its influence on decision-making in retail businesses. The study, conducted in Seville (Spain), showed how legal restrictions for the location of a new pharmacy greatly hindered the possibility of success for new retail businesses. However, by implementing both methods, we discovered a series of suitable spaces, which were assigned a score based on several criteria. The combination of GIS methods and AHP multicriteria decision method can be used to reduce the risk of opening a new retail business in a regulated market with space restrictions.

Geomarketing, a new way of knowledge-based marketing, integrates geographic analysis, reasoning, and technology for the improvement of the business judgmental decision. Geomarketing can help you find out who your best customers are and apply geographic analysis techniques to discover where to find more of them. Solving almost any sales and marketing challenge start with knowing who your customer is. Therefore; private hospitals, as commercial businesses with huge investments, also need to find out their best customers and discover where to find more of them. In other words, private hospitals also need customer profiling with geomarketing tools. In this context, the aim of this study is to analyze spatial density, based on the demographic characteristics of customers of private hospitals. A small private hospital, located in Eskisehir city center was chosen for this study. In one year period, the address locations, frequency of visits, clinic choices and neighborhood concentrations of the patients, due to the demographic characteristics, were examined using Geographic Information Systems (GIS) from the hospital patient records.

The objective of this study is to develop a quantitative tool, based on Machine Learning and Geomarketing to identify business opportunities and contribute to the strategic process of local choice of franchises’ network selecting regions that have a high demand forecast and a lack of product supply. In addition, we conducted a qualitative analysis of the selected business places based on defined criteria. This prediction is given by constructing a consumption pattern, defined by a classifier, based on the characteristics of the reserved rights. Initially, for a better understanding on this subject, a theoretical background was made covering the main concepts about Geomarketing and Machine Learning and its applications. After that for a demonstration of the results, we opted for the application of the method for the market of fine chocolates (Cacau-Show) in the Distrito Federal. The main databases used in this paper were Pesquisa de Orçamentos Familiares and from Instituto Brasileiro de Estatística e Geografia (IBGE). As a result, the Standardized Spend was obtained, which indicates the requirement for each Censitar Sector, as georeferenced information of the competition, containing 44 stores that have as their main product of fine chocolate, and as digital meshes of the Federal District. The crossing is available for the elaboration of a map that facilitates the identification of the business opportunities for the market of fine chocolates in the Distrito Federal, Brazil.

International audience; During the last 10 years, several attempts to map soil attributes at the scale of mainland France have been realised. We exemplify them by seven major outputs: maps of organic C stocks, trace elements (TE), microbial density and diversity, soil thickness, available water capacity (AWC), extractable P, and changes in soil pH. We first briefly describe the data and the methods used to produce these maps and summarise their main results. We then focus on their impacts on various categories of the public, i.e. the general public and citizens; farmers; private companies; non-governmental organisations; agricultural development organisations, stakeholders, and national agencies; French governmental bodies; and international organisations. We also analyse the demands that came to the French National Soil Information Centre from 2008 to 2018 and the impact that our activities had in various media. Soil organic C had the largest impact in nearly all categories of end-users, which may be linked to the recent ‘4 per 1000’ initiative launched by the French governmentduring the COP21 and to the fact that farmers are interested in increasing the organic matter content of their soil for increasing the fertility. TE obtained high scores, which may be related to citizens' care about health and to the fact that governmental bodies and national agencies have a major interest in site contamination assessments. The soil P content, pH, and AWC exhibited major impacts on the agricultural sector. Maps of the soil P content and pH were used as geomarketing tools by private companies selling fertilisers and soil amendments, whereas the AWC was already incorporated into decision-making aid tools for irrigation management developed by development organisations for farmers. Microbial diversity generated collaborations with a large network of farmers and had a large media impact. Nevertheless, the visibility of soil information to the general public should be increased. This can be done by using new multimedia and interactive tools. Overall, these selected examples of digital soil mapping of soil attributes at the national scale in France clearly indicate that the soil attributes have substantial impact on various categories of end-users, such as farmers, professional organisations, stakeholders, and policymakers at different levels of decision-making, among others. However, the impacts on the general public and citizens are more difficult to quantify, and increasing the soil awareness of the general public should be of high priority.

Geomarketing allows geographic units to be defined with a certain degree of homogeneity in terms of tourist preferences, behaviours, needs, expectations, buying and consumption patterns, and analogous attitudes. The result is a “territorial segmentation” of the demand in accordance with the geographic characteristics of tourism areas. The objective of this work is to analyse the strengths and weaknesses of applying geomarketing to the territorial segmentation of demand in coastal tourism areas. An empirical analysis of hotels specialising in family tourism in tourist accommodation establishments in Costa Adeje (Spain) is presented. The main conclusion is that the tourist accommodation variable is essential for any segmentation process and even for the micro-segmentation of coastal tourism areas. It allows similar consumers to be grouped in a market from a demand perspective based on shared needs, habits or attitudes and also from the supply side, according to territorial characteristics. Therefore, the territorial aspect is essential for public and private decision-making processes. This makes geomarketing an ideal technique for understanding tourists. El geomarketing permite delimitar unidades geográficas con cierto grado de homogeneidad en cuanto a las preferencias, comportamientos, necesidades, conductas de compra, expectativas, patrones de consumo y actitudes análogas de los turistas. Así, agrupa a consumidores similares dentro de un mercado desde el punto de vista de la demanda, sino también de las características de la oferta. El resultado es la “segmentación territorial” de la demanda. El objetivo de este trabajo es analizar las potencialidades y debilidades de la aplicación del geomarketing en los procesos de segmentación territorial de la demanda en las áreas turísticas de litoral. Se presenta un análisis empírico de los hoteles especializados en turismo familiar en Costa Adeje (España). La principal conclusión es que es que las cualidades (categoría, tipología, etc.) de los alojamientos turísticos son esenciales en cualquier proceso de segmentación, e incluso, la microsegmentación de los turistas en las áreas turísticas de litoral. Ello convierte al geomarketing en una metodología y una técnica adecuada para comprender a los turistas.

The breakthrough in the field of wireless technologies, such as Bluetooth Low Energy (BLE), the availability of large volume of customer data and the growing use of beacon messages, all of these contribute to the development of a solution that makes shopping more enjoyable and efficient for the customer with the real-time monitoring facilitating the business management. The objective of this paper is to present a BLE solution using beacon technology applied to Geomarketing. The study addresses the construction of an application that makes use of BLE technology.

The author considers an important problem of using the Huff model for obtaining quantitative estimates of trade turnover of the shopping center. The aim of the article is to identify the actual limitations of the specified model, which when conducting a practical assessment of potential trade turnover of large objects of commercial real estate in a significant way affect the quantitative results of the calculation and the quality of the conclusions. In accordance with the goal, the author solved the following tasks

In the paper the problem of geo-marketing and multiple CRM systems integration is considered in scope of small developers’ team with extremely limited resources. Several alternative CRM systems were assessed for being a candidate as an initial targeting platform for geomarketing integration. These out-of-the-box CRM solutions were chosen to be assessed against developed criteria to determine how good it fits developers’ constraints.

Geomarketing to go - Web services, cloud solutions and the benefits for the user Geomarketing to go - Webservices, Cloud-Lösungen und die Vorteile für den Nutzer

Geomarketing is a discipline which uses geographic information in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing such as price, promotion or geo targeting. The analysis of geomarketing data use a huge data pool such as location residential areas, topography, it also analyzes demographic information such as age, genre, annual income and lifestyle. This information can help users to develop successful promotional campaigns in order to achieve marketing goals. One of the common activities in geomarketing is market segmentation. The segmentation clusters the data into several groups based on its geographic criteria. To refine the search operation during analysis, we proposed an approach to cluster the data using a clustering algorithm. However, with the huge data pool, overlap among clusters may happen and leads to inefficient analysis. Moreover, geomarketing is usually active in urban areas and requires clusters to be organized in a three-dimensional (3D) way (i.e. multi-level shop lots, residential apartments). This is a constraint with the current Geographic Information System (GIS) framework. To avoid this issue, we proposed a combination of market segmentation based on geographic criteria and clustering algorithm for 3D geomarketing data management. The proposed approach is capable in minimizing the overlap region during market segmentation. In this paper, geomarketing in urban area is used as a case study. Based on the case study, several locations of customers and stores in 3D are used in the test. The experiments demonstrated in this paper substantiated that the proposed approach is capable of minimizing overlapping segmentation and reducing repetitive data entries. The structure is also tested for retrieving the spatial records from the database. For marketing purposes, certain radius of point is used to analyzing marketing targets. Based on the presented tests in this paper, we strongly believe that the structure is capable in handling and managing huge pool of geomarketing data. For future outlook, this paper also discusses the possibilities of expanding the structure.

Purpose This paper aims to study the impact of information and communication technologies in organizations to capture and manage intellectual capital. The paper focuses particularly on the use of Web-based geographical information systems (Web GIS) to increase relational capital. Design/methodology/approach This paper analyzes in detail the Web sites of 143 general merchandise retailers, which have been grouped according to their dominant operational format. Menus and search tools have been used to find out about the way in which these retailers provide information to the customers about their stores, with special attention to the use of Web GIS. Findings The results obtained show that most of the companies analyzed use Web GIS to provide information about the location and other characteristics of the stores. The findings in this paper also suggest that the quantity and quality of the information provided by is somewhat related to the company size. Research limitations/implications The limitations of this study come from the difficulty of predicting whether small and medium enterprises (SMEs) will generalize the use of Web GIS in the future. Practical implications The findings of the paper suggest that large retail firms have adopted Web GIS to provide information to the customers and for other geomarketing purposes. Moreover, SMEs should use Web GIS to improve their relationship with customers. Originality/value To the authors’ knowledge, no paper has analyzed in detail the use of Web GIS by companies with the aim of enhancing relational capital.

Advances in information and communication technologies are providing more and more alternative ways to accessing information and storage data, as well a greater accessibility to multiple devices, transforming Internet of Things into a giant digital ecosystem, revolutionizing the business models also in the area of marketing. According to Gartner's, IoT will have a major impact on the economy, facilitating and create opportunities to new business models. This article covers a range of techniques, tools and a model that address geographic market intelligence, examining how the benefits of these can contribute to greater effectiveness in marketing campaigns and the maintenance or acquisition of competitive advantage. info:eu-repo/semantics/publishedVersion

Efforts are continually made from within and outside developing countries, to better understand the consumer and customer distribution, for the purpose of devising and delivering a more accurate means to market insight within such regions. Despite some of the efforts being made, it appears there still is an inability to achieve a similar level of market and/or population insight as there is available for most developed countries. It is anticipated, however, that hindrances to achieving the market insight desired may be akin to issues such as market entry via locations with greater disposable incomes comparative to similar locations, data limitations -- inconsistencies, limited accessibility, geographies used consisting administrative boundaries and lacking information structure -- and insufficient efforts from academia on this subject matter when compared to private-sector efforts, which are likely to present a bias suited to their own purposes.

Today small and medium-sized enterprises (SMEs) play a key role in the economy and are considered the engines of global economic growth. In today’s environment of mature economies, stagnant markets and fierce competition, consumers are increasingly informed and demanding personalized treatment and products and services that meet their needs. In this context, SMEs can remain in the market, and maintain a competitive advantage, if they are able to respond to customers’ needs in a timely manner. That is possible if supported by the appropriate information systems and information technologies. Actually, many SMEs are far from accessing all the available data, because they have neither the knowledge nor financial capacity to acquire tools that allow you to extract knowledge from your internal and external databases. However, is possible by combining a database that provides behavioral information from your prospects and combining that data with the spatial information of those customers. This joint allows a comprehensive analysis that is possible through the use of segmentations techniques, which supports marketing campaigns in an effective way, promoting visibility in the market, and allowing acquiring or maintaining a strategic positioning, using inexpensive tools.

The aim of the paper is to introduce method which allows to calculate the estimation of the total consumer spending for 2019 in different regions of the Czech Republic. Presented method is based on combination of publicly available consumer spending data sets and geomarketing information. It can be applied to estimate consumer spending in total or for example only in one specific consumption expenditure group. Thus obtained findings, that can be visualized on a map with the use of GIS software, can be considered as a basis for more effective SMEs‘ marketing and management decision-making process concerning Czech Republic local consumer goods markets‘ size and characteristics as well as for forecasting future growth rate.

This paper presents a case study of a marketing agency that used geomarketing to perform a new campaign for a food company. Initially the food company started a ad-hoc initiative of advertisement renting five outdoors in the most crowded avenues of Recife. This research was conducted based on a action research, in a real environment, where the marketing agency evaluated the former marketing campaign and based on its results, proposed a new one reaching more people and places where the product is sold. The result was the increment of target people reached and also in the sales. The knowledge about where were the best places to put the advertisements was acquired using geomarketing only. Index Terms—Geomarketing, knowledge acquisition, decision taking. 

In the current context of globalization, setting up and maintaining an efficient distribution network is essential for companies. Several criteria are used to judge the quality of a network. Among these, the adequacy between the location of the points of sale and the position of the customers, namely, the coverage of the market, is preponderant. Data mining techniques make it possible to segment a market based on the socioeconomic characteristics of customers in different geographic areas. In this article, we propose to set up spatial analysis measures and to use a geographic information system (GIS) to qualify the coverage intensity of a company's distribution network. As part of our study, we study the distribution network of a high-end furniture company with outlets in the United States. Ultimately, this involves comparing, geographic area by geographic area, the results of customer segmentation reflecting the commercial potential with recovery indicators. This model integrating the two series of results becomes a decision support tool for the company in the deployment of its network.

An optional course, "Geographical Aspects of Business" in the framework of the Bachelor of management program in the Lomonosov Moscow State University Business School is setting the goal to introduce future discipline specialists with geographical topics of current interest for management and provide knowledge, skills and expertise of geospatial analysis and the use of geoinformation technologies in finding solutions to economic and managerial tasks. The students' feedback shows interest and demand for such a course for management students. The course has an interdisciplinary links with the main subjects such as marketing, public administration, visual communication, etc., and is based on the set of business cases dealing with Web-GIS Services, LBS, Geomarketing, Spatial analysis, etc. Open Data and corporate geodata sets are used. The pragmatist approach is selected for successful accomplishment of the course's goal, which is based on using Web-GIS tools. The Geomixer – a free web- GIS product by the company SCANEX – is chosen to be one of them. The principle "I do – I analyze" helps to minimize the theoretic constituent of the course improving the outcome of the classes. Owing to innovative methods of teaching, the educational goal of the course is achieved to the full scope despite the small number of allocated hours. The classes surely improve both the general level of geographic competence of students and provide them with the skills to work with GIS. Such optional courses will undoubtedly contribute to the development of GIS-education in management administration.

O presente artigo visa apresentar os resultados obtidos por meio de uma pesquisa de mercado realizado no Supermercado Sacolão Big Dog, localizado em Londrina-PR, utilizando o geomarketing como técnica de estudo. Para o desenvolvimento da pesquisa foram aplicadas 200 entrevistas com consumidores que estavam consumindo in loco no supermercado. Após isso, foi feito a tabulação desses dados e mapeadas a localização desses entrevistados para verificar a situação mercadológica da empresa. Constatou-se que o Supermercado Sacolão Big Dog, mesmo sendo uma empresa considerada pequena, apresenta uma representatividade espacial (no ramo supermercadista) considerável no município de Londrina-PR.

This document aims to show how teachers can make their mark in the territory through the appropriate use of their personal brand and geomarketing techniques, with the example of the author, and how this methodology can be transferred to students in their connection with the professional world. It is a process of structuring and decentralization of personal branding in the territory, linking physical space with online space and where geography acquires a new integral dimension through SoLoMo methodology (Social, Local, and Mobile).

Purpose The purpose of this paper is to demonstrate how geomarketing statical tools (notably, gravitational models) can support healthcare organisations to improve the quality of their services. Design/methodology/approach Geomarketing tools were applied to the analysis of data (91,478 observations) concerning the performance of nuclear magnetic resonance. Findings Geomarketing models can support and enhance the planning of service provisions of healthcare organisations. Drawing the planning actions on the patient needs and actual behaviours allow the healthcare organisations to obtain better market performance. Practical implications The results support the health service planning activities related to covering the so-called “offer gaps”. Originality/value This is the first study to apply geomarketing to improve the quality of healthcare services.

In this study we use geographic information systems (GIS) and computational intelligence for geomarketing analysis. GIS technology offers a powerful set of tools for the input, management, and output of data, whereas computational intelligence is used for the analysis and the clustering of data by the use of unsupervised fuzzy clustering and the Gustafson–Kessel algorithm. The advantage of fuzzy geomarketing segmentation is that a customer is not assigned exclusively to one segment only, but rather with a membership value to each cluster. The proposed methodology is applied to the metropolitan area of Athens, Greece. A dataset describes 130 demographic, lifestyle, and economy variables, and the results are analysed and discussed. Keywords: geomarketing analysis, fuzzy clustering, Gustafson–Kessel algorithm, geographical information systems

[EN] Choosing where to open a new outlet is a critical decision for retail firms. Building on the multiplicative competitive interaction model from retail location theory, this paper develops a geomarketing model that can be used to devise supermarket location strategies. First, attributes that explain a supermarket s pull on consumers were determined. These attributes included objective (taken from databases and empirical observation) and subjective (based on managerial judgements) variables relating to the supermarket and its trade area. Then, geographic information system tools were used to analyse real data at a highly detailed level (road section). From a geomarketing viewpoint, the model shows that sociodemographic characteristics of the supermarket s trade area affect firms location strategies. The paper also discusses improvements for calibrating and validating this model. Adding the spatial organization of supermarkets to the model yields a different consumer behaviour pattern. This geomarketing model can help managers to design supermarket location strategies according to shop features, competitors and environment, whilst estimating supermarket sales., The authors would like to thank the Consum-Universitat Politècnica de València Chair (Cátedra) for collaborating in this study.

With the huge advances in the field of wireless communication technologies and the availability of large volume of data on customers, it becomes imperative to develop a system that can be used in shopping center to make shopping more enjoyable and efficient for the customer and the monitoring real-time easier for the store's management. A Geomarketing system based on Bluetooth Low Energy (BLE) is developed. This BLE-based system consists of three key components (i) Server component (ii) smartphone component, and (iii) beacons (BLE). The smartphone application detects the location of customers by using BLE technology, this data will be transferred to server component by WIFI, and the server application sends personalized promotions such as mobile advertisements or e-coupons to customers' smartphones. In this paper, a highly scalable marketing system using Beacon and the smartphone applicationwas built to send push notifications to users based on the current location of customer inside the mall. Content was provided to people in order to increase sales. This work aims to demonstrate that the geomarketing system is able to detect the location of the customer, transmit the location's data via WIFI, display personalized promotions in a smartphone. The results show that implementation of Bluetooth Low Energy (BLE) technology in this system highly reduces the power consumption of the long-term monitoring system.

This paper presents rational polynomial coefficients (RPC) block adjustment model and its application as a new concept for the accuracy of environmental research, cartography and geomarketing. With the influence of information technology (IT) rapid development, Geographic Information Systems and remote sensing, the application of cartography, has gradually evolved from the form of paper into digitized and computerized data, from traditional formats such as vector maps into Satellite Image Maps (SIM). Particularly, remotely sensed images are a major data source to observe the earth and; have been extensively integrated into spatial–temporal analysis in environmental research. To effectively use high resolution satellite images for use in environmental monitor research, cartography and geomarketing, the accuracy of the satellite image photogrammetric process is an important issue. The aim of this paper is to apply the block adjustment of RPC models to evaluate the precision of satellite image for the use of environmental research, cartography and geomarketing, which is not found in previous literature. To verify the effectiveness of RPC Block Adjustment, this study also adapted Technology Acceptance Model (TAM) to develop a questionnaire for conducting the implementation investigation. The results showed the method is useful and powerful for the various applications and research.

Для принятия решения о девелопменте объектов жилой недвижимости одним из первоочередных задач девелопера является оценка градостроительной ценности территории. Для принятия решения о покупке жилого помещения одним из важнейших факторов является развитая инфраструктура. Для развития сельских территорий требуется отразить весь ее потенциал. Другими словами для всех сторон инвестиционного процесса крайне актуальным является доступ к информации об уровне развития территории, так как цена ошибка – это появление неликвидного объекта или невостребованного бизнеса. В связи с этим нами была поставлена цель по исследованию информационных систем и источников данных для проектов жилищного строительства, которые способствовали бы принятию наиболее объективного решения. По результатам исследования существующих инструментов информационного сопровождения участников рынка недвижимости нами получены результаты о существенной недостаточности информационного поля объективными данными, особенно для сельских территорий. Для развития сельских и субурбанизированных территорий предложена концепция интегрированной геоинформационной системы, направленная на развитие жилищного строительства и деловой активности.

Determination of market size is a critical factor for the success of any company or business activity. This paper presents a study to provide a clear vision using remote sensing for Geomarketing and industry purposes. In order to estimate market size in the study area based on spatial data, Satellite images, Spot 6, with a 1.5 m resolution, will be used with two different dates during the year 2016. It is used to determine the growth in the housing sector with building types and construction levels in the micro-geographic area of Northern Riyadh. It is also used to identify the expected need for products of each district and the approximate time required for installation. By using remote sensing data for Geomarketing, strategies for marketing, planning and housing development could be setup.

Este trabajo se propone examinar la distribución espacial de la oferta de carne porcina y su demanda potencial en Resistencia (Argentina), a fin de identificar áreas desatendidas para la localización de nuevos emplazamientos comerciales. Con esta finalidad se emplean los Sistemas de Información Geográfica (SIG), concretamente el método kernel, para representar las variables de interés (oferta y demanda) como densidades. En la oferta, se analizan carnicerías diferenciadas en tres categorías según su capacidad de atención a los clientes. En la demanda se analizan hogares, diferenciados en tres estratos de acuerdo a su nivel socioeconómico. La aplicación de estas técnicas permitió identificar "áreas calientes" con mayor atractivo comercial para nuevas carnicerías. Esta pesquisa tem como objetivo examinar a distribuição espacial da oferta e da potencial demanda de carne suína na cidade de Resistencia (Argentina), a fim de identificar as áreas não atendidas e com possibilidades de gerar novos locais. Dessa forma, são utilizados os Sistemas de Informação Geográfica (SIG), especificamente o método kernel, para representar as variáveis de oferta e demanda como densidades. No campo da oferta, foram examinados açougues diferenciados em três categorias segundo a capacidad de atenção ao público. Na área da demanda, foram analisadas residências, levando em conta três níveis sócio-econômicos diferentes. A aplicação destas técnicas permitiu identificar as "áreas quentes", que são as que possuem maior atrativo comercial para novos locais de venda de carne suína. This paper aims to examine the spatial distribution of pork supply and its potential demand in Resistencia (Argentina), to identify underserved areas for the location of new commercial sites. Geographic Information Systems (GIS) are used for this purpose, specifically the kernel method, to represent the variables of interest (supply and demand) as density values. Regarding the supply, butcheries are analyzed in three distinct categories according to their customer service capacity. Regarding the demand, homes are analyzed and differentiated in three strata according to their socioeconomic status. The application of these techniques allowed identifying "hot spots" with greater commercial appeal for new butcheries.

Tourists and visitors currently tend to consider environment and the purity of nature, educational tourism, culture and history, large‐ and small‐scale events, and entertainment and fun as crucial issues. For certain specific target groups, these wishes and needs may be satisfied by a new form of tourism called “geotourism”, which is an multi‐interest kind of tourism exploiting natural sites and landscapes containing interesting earth‐science features in a didactic and entertaining way. Relative to demand, a form of tourism based on imagination and emotion, favouring experience and sensations, and explaining the natural environment by playing with its temporal and spatial dimensions may provide opportunities of economic development. Different target groups (e.g. seniors, families, schools) potentially interested in cultural and natural landscapes seem to constitute specific markets to consider. In this sense, on‐site interpretation needs to be more adapted to the visitors' expectations and a more original and striking way of communication has to be used. From a promotional point of view, “geomarketing”, a kind of image communication that explores the temporal and spatial dimensions of the rocks (e.g. minerals, fossils) and forms (e.g. glaciers, caves) of the Earth's surface, may be developed. This will not only generate inquisitiveness among the target groups selected, but also give a clear position to a destination, in order to distinguish itself from similar territories. Of course, product communication must complete this marketing strategy with the creation, promotion and sale of specific and original products, especially for the summer period (from spring to autumn). For instance, a mix of walking, wellness, “agro‐tourism” and “geotourism” may be profitable for regional economic development. Thus, this paper is a conceptual contribution based on a theoretical work and a literature review.

Nowadays, it is very difficult to succeed in a world of competition and challenges, especially for malls. Citta Fiera is a big mall, situated in the North-East of Italy, and it attracts all kinds of people. Therefore, it is very important to know which marketing strategy (e.g. advertisement) should be utilized in which municipality in order to attract specific visitor categories. The mall marketing department needs to have information (e.g. spatial distribution and potential of visitors) about the following visitor categories: housewives aged under 45, housewives aged over 45, employees aged between 35 and 55, unemployed and university students. The paper is structured as follows: at first a basic overview about the topic is provided through a literature research. Then the interview data is analyzed, projecting the empirical 10.140 interviews to the total number of 5.248.441 yearly entrances counted at the door of the mall. Then, the statistical analysis is performed and the geodata are evaluated. Finally, network analysis and spatial analysis are carried out, as well as a subsequent cartographic visualization. Based on this analysis the marketing department knows who the visitors are and where they reside. It is subsequently possible to define the marketing strategy (e.g. advertisement) for specific visitor categories at the right location.

Since several decades, French urbanisation evolves in a way that can hardly be seen favourable to public transportation. Innovation is needed in this field, if the individual automobile is to be faced on its own territories. This need for innovation concerns the miscellaneous stages of the public transport production, including the preliminary analysis ones. Indeed, many work remains to be done to understand mobility behaviour, what is more if we are to propose versatile and viable alternatives to current trends. Geomarketing based surveys, combining revealed and stated preferences, are a powerful way of acquiring such an accurate information. From a qualitative point of view, this kind of information allows to calibrate public transport services adapted as much as possible to the targeted customers. However, the major problem of the spatial generalisation of this individual information remains often unsolved. In this context, a strategy is proposed, based on the combination of miscellaneous methods. L’évolution des conditions de déplacement a considérablement modifié et complexifié les territoires de la mobilité quotidienne. Toujours plus nombreux, les mobiles urbains irriguent en permanence cette trame urbaine faite pour et par l’automobile, consommant des espaces plus étendus qu’auparavant. Le transport public de voyageurs peine à s’ajuster à ces nouvelles configurations spatiales et temporelles. Un repositionnement stratégique semble toutefois être amorcé, fondé sur l’individualisation de l’offre du transport public, collective par définition et par tradition. Cet article propose un protocole méthodologique apte révéler finement cette demande individuelle, multiforme et volatile. Reposant sur une combinaison d’enquêtes géomarketing adaptatives, la procédure d’innovation concertée élaborée implique les individus observés dans le processus même d’innovation, en tant qu’acteurs doués de parole et aptes à exprimer des préférences. Le problème crucial de la généralisation spatiale des déclarations individuelles ainsi obtenues est également abordée, dans une perspective exploratoire.

Catchment area and reachability analysis, i.e., the area from which a location attracts visitors and the minimum distance to a target location, respectively, are interesting problems when studied in the context of time-parameterized networks, such as road networks affected by traffic. This work utilizes live-traffic assessment results produced by Floating Car Data and their application to such crucial geomarketing test cases. We combine state-of-the-art isochrone computation utilizing live-traffic and demographics data to provide efficient catchment area and reachability calculations. The online demo presented here, showcases the critical impact of live-traffic assessment on business intelligence decisions related to space.

With internet marketing being a driving force behind the growing internet economy, innovative and efficient ways to reach target markets are being pursued. In this paper we present the design and implementation of an advertising framework which uses cloud connected home automation systems as the advertising platform. Moreover, en suite location awareness of the home automation system aids in effective geomarketing.

This paper highlights the benefits that high-level geospatial modeling of urban patterns can provide for real-world applications in the field of population exposure and impact assessment. A set of techniques is described leading to identification of functional and socioeconomic relationships in a suburban environment. Diverse high resolution remote sensing data are classified using Object-Based Image Analysis in order to derive structural land cover information. Georeferenced address data then serve as essential link between this geometric framework and ancillary space-related information such as company and census data. The final very high resolution functional population model (i.e. broken down to address-based building part objects) is consulted for exposure and impact assessments exemplarily shown in two different fictitious scenarios: (1) earthquake hazard and (2) traffic noise propagation. High-detail spatial data sets including functional and socioeconomic information as derived in this study can be of great value in disaster risk management and simulation, but also in regional and environmental planning as well as geomarketing analyses.

Over the last decade the bandwidth required for services such as High Definition TV and Internet has grown explosively. Telecom operators are developing business cases evaluating the deployment of high speed Fiber to the Home (FTTH) networks. The major limiting factor is the deployment cost, mostly related to civil works. Consequently, telecom operators often hesitate to invest and delay the deployment of FTTH networks or opt for gradual and slow deployment. Current FTTH deployment strategies are often motivated by business cases focused on cost aspects. This leads to a deployment strategy minimizing the cost or - for a fixed investment - maximizing the network coverage. This paper introduces a new methodology that identifies the optimal areas for deployment by maximizing the overall return on investment. Through the combination of GIS-based network design and geomarketing-based revenue projections, an increase in revenue of more than 10% can be obtained for the same initial investment.