Geomarketing mix optimization using a fuzzy spatial and multiscale segmentation

Jérôme Baray (), Martine Pelé and Gérard Cliquet ()
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Jérôme Baray: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Martine Pelé: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Gérard Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article introduces a new method for optimizing the marketing-mix of a product or service by taking into account supply and demand features, including their geographical location. Introducing the concept of a geomarketing mix, factorial analysis and fuzzy clustering can be employed to automatically detect business and strategic opportunities. The method is applied to the French second-hand car market. In doing so, it is possible to, firstly, identify geographic areas typical of a certain supply and, secondly, to specify the optimal types and prices of vehicles for sale in these areas in view of a given marketing strategy.

Keywords: geomarketing; spatial optimization; marketing segmentation (search for similar items in EconPapers)
Date: 2014-08
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Published in AMS 17th world marketing congress proceedings, august 2014, Lima, AMS, Aug 2014, Lima, Peru

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01366422

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