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Geographic Marketing in Support of Decision-Making Processes
Abstract
Nowadays, geographic information and spatial aspects are essential elements for the definition of companies' strategies. With the use of different sources data, companies were able to obtain insights that they could not obtain without the spatial component and were able to use them to optimize their business. Then, geographic marketing presents itself as an added value for companies, one of the key factors being its role in supporting decision making. The main attributes of geographic marketing or GeoMarketing allow us to identify and present through digital maps the behavior and trends of certain variables based on characteristics of a market. The meticulous study of spatial and demographic information generated by GeoMarketing are crucial for important strategic adjustments in the business plan, such as definitions related to the location considered ideal for the business, target audience, price and growth prospects, among other factors. In this context, GeoMarketing will be introduced, exploring its scope, applicability, and relevance of its use in support of the decision-making process.
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