GIS as a new Marketing Research tool
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.
Databases and Information Systems
Data Management and Analytics
2007 INFORMS Marketing Science Conference, June 28-30, Singapore
KAM, Tin Seong.
GIS as a new Marketing Research tool. (2007). 2007 INFORMS Marketing Science Conference, June 28-30, Singapore. Research Collection School Of Information Systems.
Available at: http://ink.library.smu.edu.sg/sis_research/353