Geomarketing as the instrument for decision making market in the organization: A preliminary characterization of their utility [El geomarketing como instrumento para la toma de decisiones de mercado en la organización: Una caracterización preliminar de su utilidad]
This paper begins with an overview about the Geomarketing and their contributions to organizational management. Its aim is to present its usefulness through an evaluation of a pilot test in a Colombian microenterprise. Thus, the paper investigates the importance Geomarketing and reviewing the useful...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2015
- Institución:
- Universidad de Medellín
- Repositorio:
- Repositorio UDEM
- Idioma:
- spa
- OAI Identifier:
- oai:repository.udem.edu.co:11407/2288
- Acceso en línea:
- http://hdl.handle.net/11407/2288
- Palabra clave:
- Consumer behavior
Decision making
Geomarketing
Market segmentation
Spatial analysis
- Rights
- restrictedAccess
- License
- http://purl.org/coar/access_right/c_16ec
| Summary: | This paper begins with an overview about the Geomarketing and their contributions to organizational management. Its aim is to present its usefulness through an evaluation of a pilot test in a Colombian microenterprise. Thus, the paper investigates the importance Geomarketing and reviewing the usefulness of some geographical elements in theories about consumer behavior on the location of the deals market and how this influence decisions in the organization. Then it arises the results of a pilot test in a Colombian microenterprise, where preliminarily demonstrated the utility said. This is done by supporting the statistical technique of cluster analysis, as well as spatial analysis assisted by computer. |
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