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Geomarketing mix optimization using a fuzzy spatial and multiscale segmentation

By Jérôme Baray, Martine Pelé and Gérard Cliquet

Abstract

International audienceThis 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

Topics: geomarketing, spatial optimization, marketing segmentation, IRG_AXE3, [SHS.GESTION]Humanities and Social Sciences/Business administration
Publisher: HAL CCSD
Year: 2014
OAI identifier: oai:HAL:hal-01366422v1
Provided by: HAL - UPEC / UPEM
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