Geomarketing: A New Concept or an Applied Business Tool?
The article discusses the use of geomarketing as a decision-making tool for creating or expanding a business. The directions of the development of the “marketing mix” concept with the modification of the Place tool are proposed. The groups of factors (geographical and marketing) that are used for analysis during geomarketing research are described. A matrix grouping is presented: a comparative analysis of the most common geomarketing models; their capabilities and limitations are described. A methodological approach to conducting geomarketing research is developed, including a model for determining the likelihood of a client visiting a particular place (property). Conclusions are drawn about the possibilities of using geomarketing to form a pool of real estate objects from among those available for rent (purchase) and to choose the optimal option. The results of approbation of the authors' developments are given on the example of choosing a place to open a new barbershop in the city.
Keywords
геомаркетинг,
географические и маркетинговые факторы,
геомаркетинговые модели,
оценка расположения объекта недвижимости,
geomarketing,
geographical and marketing factors,
geomarketing models,
assessment of property locationAuthors
| Tkhorikov Boris A. | Belgorod State University | tkhirikov@bsu.edu.ru |
| Lomovtseva Olga A. | Belgorod State University | lomovceva@bsu.edu.ru |
| Gerasimenko Olga A. | Belgorod State University | gerasimenko@bsu.edu.ru |
| Sablina Olga M. | Belgorod State University | 361118@bsu.edu.ru |
| Titova Irina N. | Belgorod State University | titova@bsu.edu.ru |
Всего: 5
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