Geomarketing mix optimization using a fuzzy spatial and multiscale segmentation

International audience; This article introduces a new method for optimizing the marketing-mix of a product or service by taking into account 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 second-hand car market. In doing so, it is possible to, firstly, identify geographic areas typical of a certain supply and, secondly, to specify the optimal types and prices of vehicles for sale in these areas in view of a given marketing strategy.