Theoretical and Methodological Approaches and Stages of Formation Concept Geomarketing

DOI

10.2991/aebmr.k.201215.055How to use a DOI?

Keywords

geomarketing, geoinformation technologies, marketing research, classic marketing, marketing maps, location, evolution

Abstract

The paper describes the development stages of classical marketing (market demand exceeds supply, improving the production process; formation of the concept of marketing and approaches to marketing activities, understanding marketing as an integral system, maintaining the concepts of “consumer marketing”, “managerial marketing”, “organization image”; system analysis of strategic marketing as a general management theory; developing branding and marketing culture; the use of modeling consumer behavior, market segmentation based on a marketing tool - geomarketing as a combination of the use of marketing, geographic and information technologies) in the framework of the modern period – a geomarketing tool as a combination of the triad “geographical - geoinformation - marketing” research. Foreign and domestic author’s scientific positions, views in the field of geomarketing are systematized, which prevailing a geographical representation as visual, detailed maps with the results of marketing research. The areas of applied adaptation application of geographical results in analytical practice and managerial business decisions are generalized. The stages and geographical reach of geomarketing are analyzed from the position of the evolution theory of the classical marketing (Arising, formation, popularization, spread), the author’s process of transforming the main characteristics of geomarketing is proposed, the dominant approaches are identified (managerial – information gathering; project and analytical – management and planning of trading network; geoinformational – optimal location search using the tools of geoinformation systems).

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Boris Tkhorikov
AU  - Aiman Kazybayeva
AU  - Olga Gerasimenko
AU  - Lyaila Zhakypbek
PY  - 2020
DA  - 2020/12/17
TI  - Theoretical and Methodological Approaches and Stages of Formation Concept Geomarketing
BT  - Proceedings of the 8th International Conference on Contemporary Problems in the Development of Economic, Financial and Credit Systems (DEFCS 2020)
PB  - Atlantis Press
SP  - 261
EP  - 266
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201215.055
DO  - 10.2991/aebmr.k.201215.055
ID  - Tkhorikov2020
ER  -