GIS as a new Marketing Research tool

Publication Type

Conference Paper

Publication Date

6-2007

Abstract

In this globalizing and competitive business environment, the value of location as a business measure is fast becoming an important consideration for organisation. Geographical Information System (GIS) with its capability to manage, display, analyse business information spatially is emerging as a location intelligence tool. Using a case study on the tobacco market in Shanghai, People Republic of China, this paper demonstrates how GIS has helped a multinational company in improving their understanding of the market scenario at the micro-level. The paper concludes by highlighting the challenges that are faced in developing GIS-based market intelligence systems and the potential to integrate such technology within a marketing information system.

Discipline

Databases and Information Systems

Publication

2007 INFORMS Marketing Science Conference, June 28-30, Singapore

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