Gravitation theory for mathematical modelling in geomarketing

One of the objectives of geomarketing is to determine the optimal sitting of points of sale for a brand in a given territory. The aim of the optimisation is to develop sales, the flow of potential clients to the site, and to improve all the marketing indicators, which are used to describe the success of a brand within its market. Whatever the marketing objective adopted, there are many variables within the geolocal success criteria mentioned above. These can be socio-demographic or socio-professional variables, characteristic of structural changes in the population from one catchment area to another. However, when considering this wemust include the impact of other players in a given market, whose competitive influence is crucial to understanding each one’s activity. At the end of the 19th century, several specialists in population migration developed mathematical models in order to quantify the influence of attractive geographic points – urban centres in geography and points of sale in geomarket...