Table of Contents. PART Ι. Consumer Behavior and Geographic Information... 27

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1 Table of Contents Chapter 1. Spatial Marketing Gérard CLIQUET Introduction Marketing and geography Space and decisions in organizations From geomarketing to spatial marketing Spatial marketing applications Retail location Marketing management Conclusion References PART Ι. Consumer Behavior and Geographic Information Chapter 2. Consumer Spatial Behavior Delphine DION and Gérard CLIQUET Introduction Observation of spatial behavior The principal concepts linked to consumer spatial behavior From the study of trip time to the study of mobility Gravitational modeling or the management of stocks of clients The deterministic concept The probabilistic concept The subjective approach and choice models The subjective approach and attraction models The information processing approach

2 6 Geomarketing 2.4. The management of the flow of customers: new research perspectives Consumer mobility and non-gravitational attraction For a modeling of non-gravitational attraction and new location strategies Conclusion References Chapter 3. Consumer Values, Lifestyles and Geographic Information Valérie CHARRIERE Introduction Values and related concepts Values and culture Values and lifestyles Values in marketing Value measure instruments Applications to consumer behaviors Geographic analysis of values From an international point of view A regional point of view Values and lifestyles examined by research companies The Eurosociostyles of the CCA The RISC approach Geosocial segmentations Conclusion References Chapter 4. Geomarketing and Consumer Behavior Jean-Pierre DOUARD Introduction The foundations of geomarketing The weight of the geographic variable in consumer behavior analysis The flows linked to household purchase behaviors: an analytical tool of enlarged territories Geomarketing in marketing strategy An application: the development of behavioral databases for a territory The development of behavioral databases: an example developed by the chambers of commerce and industry Analysis by flow to measure the potentials of territory development An illustration: the establishment of a specialized sports superstore at Vendôme (Loir-et-Cher)

3 Table of Contents Conclusion References PART ΙΙ. Retail Location and Geographic Information Chapter 5. Geographical Information in Retail Location Studies: A Managerial Perspective Ian CLARKE Introduction The location research tradition The contribution of geographers The contribution of marketing Location and decision-making Retailers and space awareness Individual and collective decision-making Location, retailers and consumers The retailer consumer relationship Consumer choices and retail investments Conclusion References Chapter 6. Retail Location Models Gérard CLIQUET Introduction Gravitation models The law of retail gravitation: a deterministic model The Huff probabilistic model Spatial interaction models The MCI model Objective and subjective MCI models Combined attraction models for multiple locations Location-allocation models The MULTILOC and FRANSYS models Location models and geographic information Modeling and GIS: foundations of site marketing Research perspectives for retail location models Conclusion References Chapter 7. GIS and Retail Location Models Graham P. CLARKE and Stuart HAYES Introduction Stages in the development of store location methods The pre-gis era

4 8 Geomarketing Phase II GIS and more powerful spatial modeling Phase III increasing sophistication Changes in retail distribution: an example from the motor industry Modeling ideal partners Tesco and Rover Sainsbury s and Rover Asda and Rover Morrisons and Rover Ideal partner Conclusions References Chapter 8. Spatial Strategies in Retail and Service Activities Gérard CLIQUET Introduction Typology of spatial strategies Location strategies Store chain spatial development strategies Networking in retail and service activities Store chain development From chain to network Territory coverage and spatial strategies Measuring territory coverage Analysis of spatial strategies Conclusion References PART ΙΙΙ. Marketing Management and Geographic Information Chapter 9. Price and Geographic Information Pierre DESMET and Monique ZOLLINGER Introduction The impact of the geographic dimension on the components of price The geography of costs The geography of the demand The geography of the competition Geographic pricing policies The specificity of export pricing policies International pricing policy Parallel imports and pricing policy control Conclusion References

5 Table of Contents 9 Chapter 10. Advertising Policy and Geographic Information Karine GALLOPEL Introduction The use of geographic information in advertising strategy The constituent elements of advertising strategy Geomarketing, commercial objectives and copy strategy Geomarketing and media strategies Users of geomarketing for advertising means The principal users of geomarketing in the advertising domain The use of geomarketing in the display domain The use of geomarketing in the cinema domain The use of geomarketing in the press The potential users of geomarketing in the advertising domain The use of geomarketing in the radio sector The use of geomarketing in the television domain Conclusion References Bibliography Chapter 11. Direct Marketing and Geographic Information Christine PETR Introduction Taking space into account in direct marketing The analysis of target territories The geographic location of consumers The definition of the territory and the level of geographic indirect marketing Definition of territories The level of geographic precision Conclusion References Chapter 12. Products and Geographic Information: Geo-Merchandizing Pierre VOLLE Introduction The factors explaining the development of geo-merchandizing From consumer spatial heterogeneity to organizational differentiation From the usefulness of an assortment for the consumer to the attraction capacity of the store From the capacity to propose a reorganization of the trade area to the negotiating power of the supplier

6 10 Geomarketing A typology of geo-merchandizing approaches The premises of geo-merchandizing Tactical geo-merchandizing Strategic geo-merchandizing A geo-merchandizing application: a model for space allocation between product families The implementation of geo-merchandizing The difficulties of implementation Research avenues Conclusion References List of Contributors Index