TY - BOOK ID - 134571112 TI - Location-based marketing : geomarketing and geolocation AU - Cliquet, Gérard AU - Baray, Jérôme PY - 2020 SN - 1119721296 1119721253 1119721334 PB - London : Hoboken, New Jersey : ISTE ; Wiley, DB - UniCat KW - Marketing KW - Satellite interference geolocation technology. KW - Management. UR - https://www.unicat.be/uniCat?func=search&query=sysid:134571112 AB - Location-based Marketing outlines the main concepts, methods and strategies for implementing spatial marketing, also known as geomarketing. With an emphasis on the value of mapping in marketing decision-making, this book demonstrates the importance of a more spatialized view of these decisions, in order to best respond to market realities ' whether local or international. The main techniques of geomarketing are presented along with an understanding of the spatial behavior of consumers, both outside the point of sale and in stores. The book further introduces the idea of a "geomarketing mix", which spatializes product innovations, merchandising, pricing and various aspects of promotion. Finally, the book defines what real georetailing comprises and develops the concept of mobile marketing based on geolocation techniques. ER -