GEOGRAPHIC INFORMATION SYSTEM AS A MARKETING TOOL

Vinod Neelakanth Sambrani

Abstract


Today’s marketing mangers are required to make many different kinds of decisions, decisions that are accurate. To make accurate decision, managers need inputs from disparate departments at a single point. To be effective and efficient managers need the right kinds of tools and skills in the intelligent use of information, especially spatial information, in decision-making. To make better decisions one must explore the advantage conveyed by location and geographic context, which helps understand current performance and improve it in the future. Along with the 4P’s of marketing another ‘P’ that is processing of data, not just attribute data but spatial data has become the 5th component of the marketing mix. Geographic Information Systems (GIS) is a viable tool for handling spatial data. With access to appropriate data, GIS is an excellent tool for the analysis and identification of market opportunities. Geographic Information Systems helps in analyzing and representing the information visually, allowing for greater understanding of the operating environment around the corporate. Geographic Information Systems enables the analysis of the “where” because the “where” is underexploited or sometimes unexploited in conventional information systems, which are capable of handling only the ‘who’, ‘what’ and ‘when’ factors specific to the organisation. GIS exposes the influence of geography on behavior, activities and processes. Adding maps allows managers to easily visualize the geographically influenced behavior, activities and processes, communicate the same within the organization for improved analysis and decision making. Within business, the kind of GIS use ranges from 'just viewing' to complicated analytical processes. Three main levels on which GIS can be used can be distinguished are operational, management (tactical), and strategic.

Keywords: Geographic Information Systems, Marketing, Visualization, Spatial overlay, Spatial Data, Location, MapInfo.


پاراگلایدر Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

ISSN : 2251-1555