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And for nearly four hundred of them, individual characteristics and revealed preferences are only known.

Geomarketing: Methods and Strategies in Spatial Marketing – Google Libros

geomadketing Geomarketing based surveys, combining revealed and modified stated preferences, called “caused preferences”, are a powerful way of acquiring such an accurate information. Aumentar Original jpeg, 24k.

Cubic spline functions were used during the calibration process, allowing us to handle the complex relationships showed before. Introduction 1 Since a few decades, towns of industrialised countries grow by their outskirts. A visual information is thought to help accelerating this librso process.

Using multiple correspondence analysis, factorial co-ordinates are calculated, leading to a reduction of the initial dataset. This adaptive procedure helped us providing a virtual service as realistic as possible.

First, it was seen as an aid to calibrate the upcoming service, mainly regarding parameters such as waiting time, travel time, arrival time and price. As figure 8 show, the computation burden involved by the two non-parametric solutions is worth while, as the classification performance of the procedure is clearly increased.

First, a versatile adaptation of the much classical discrete choice modelling approach was proposed, based on the adaptive strategy of generalised additive modelling.

Designing surveys dedicated to the creation of ve public transport services. First, mobility behaviours highlighted this way are geomarrketing definition limited gfomarketing the conditions observed during the survey, and can hardly be extrapolated to conditions beyond the observations.

There is a strong commercial component here, that cannot be avoided. Fourth, revealed and caused preferences may be combined. Demand varies according to location and can be measuredaccording to revenue, the number of households, spending patternsand lifestyles. This kind of survey is thus well adjusted when we need to appreciate the market for a new transport libroa, for which we have no previous experience.


First, the knowledge of mobility behaviours of a given subset of individuals is essential, but not sufficient, especially when studying the introduction of a new service. Nevertheless, beyond this fact, two more remarks can be formulated.

In our opinion, versatile solutions can greatly contribute to pick up the gauntlet. Stated preferences surveys, which come from investigations led in the early seventies in the market research field [Green and al.

They propose then to replace the linear regression fits by far more flexible non-parametric fits, in the spirit of the generalised additive model [Buja, Hastie and Tibshirani, ]. Three scenarii were proposed, combining three attributes related to geomarkting comfort of the trip, its timing and its price Figure 2.

A direct consequence of this evolution is that polarised flows towards towns and town gemarketing are not as much representative as before of the spatial pattern fe daily flows, as fringe flows take more and more importance.


Then, a procedure dedicated to the production of market maps, through spatial generalisation, will be exposed. Aumentar Original png, 2,4k. Finally, the problem can be seen as a discrimination ce Of course, this basic model can be desegregated according to the available census data, using indicators such as age, sex or profession.

Aumentar Original png, 2,0k.

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European Journal of Geography. Aumentar Original jpeg, 56k. Then, individual characteristics and revealed preferences are transformed into quantitative variables, using the Disqual procedure [Saporta,].

However, the major problem of the spatial generalisation of this individual information remains often unsolved. Otras ediciones – Ver todo Geomarketing: Third, the service proposed might be as realistic as possible.

Price and Geographic Information. More, it seems that the product concept has to be “sold” to the respondent from the very first contact. In particular, the main problem geomarkteing the spatial geomaketing of this individual information remains often unsolved. A spatial generalisation procedure based on adaptive neighbourhoods was finally proposed, so as to produce market map from individual probabilities of adopting a given service.


Advertising Policy and Geographic Information. Aumentar Original jpeg, k. The dominant paradigm of discrete choice modelling, mostly based on revealed preferences data, was then firmly anchored. Then, the question is: By dynamically linking several figures, we are indeed able to see how the phenomenon they represent interact, and to lead multidimensional visual exploration of the underlying data set.

The alternative proposed should then be firmly engaged, from a political and commercial point of view. Nevertheless, three main criticisms can be addressed to this seeming “objective” approach.

A benchmarking procedure was then adopted, so as to compare the performance of these various models. The figure 1 sums up this procedure.

More, the idea is to conceive strategies geomarketimg not on the way people would behave in a given context, but rather on how they say they would act. The number of people that could possibly take the service while going to the TGV station, for a given period and a given census unit, can indeed be estimated by the population of this unit multiplied by an average probability of adopting the service: This can be achieved using a weighted mean for example: Nevertheless, since the sixties, the point of view favoured changed much [Hartgen, ].

Potential of Geo-Marketing-Tools for the development of advanced Online …

Aumentar Original jpeg, 28k. In this context, a strategy is proposed, based on the combination of miscellaneous methods. These smooth functions are not defined a priori by the user, as would be the case for example with quadratic discriminant analysis, but during the calibration process, using iterative algorithms.