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Communication Dans Un Congrès Année : 2014

Geomarketing mix optimization using a fuzzy spatial and multiscale segmentation

Résumé

This 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.
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Dates et versions

hal-01366422 , version 1 (14-09-2016)

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  • HAL Id : hal-01366422 , version 1

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Jérôme Baray, Martine Pelé, Gérard Cliquet. Geomarketing mix optimization using a fuzzy spatial and multiscale segmentation. AMS 17th world marketing congress proceedings, august 2014, Lima, AMS, Aug 2014, Lima, Peru. ⟨hal-01366422⟩
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