Geomarketing as the instrument for decision making market in the organization: A preliminary characterization of their utility

Nelcy Rocío Escobar-Moreno, Javier Mauricio Jácome Jácome Molina, Giselle Leandra Garcia Palma

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

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.
Original languageAmerican English
Pages (from-to)8-15 
Number of pages8
JournalEspacios
Volume38
Issue number18
StatePublished - 1 Jan 2015

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