USE OF GEOMARKETING FOR FINDING A SOLUTION FOR SEGMENTATION AND MARKET TARGETING

Abstract

Geomarketing puts together marketing oriented information with an advanced technologies of Geographical Information System (GIS). Tasks of market targeting (segmentation, targeting, positioning) are solvable only with an use of detailed market information and with an use of sophisticated statistical tools. This paper presents some of less used possibilities of geomarketing that use combination of marketing database data, interpretation abilities of Geographic Information System, tools for cluster analysis and tools for solution of location or allocation problem.