Location-Based Marketing

Geomarketing and Geolocation

Location-Based Marketing

Gérard Cliquet, University of Rennes 1, France
with the collaboration of Jérôme Baray, , University of Paris-Est Créteil, France

ISBN : 9781786305800

Publication Date : April 2020

Hardcover 260 pp

145.00 USD



Location-based Marketing outlines the main concepts, methods and strategies for implementing spatial marketing, also known as geomarketing. With an emphasis on the value of mapping in marketing decision-making, this book demonstrates the importance of a more spatialized view of these decisions, in order to best respond to market realities – whether local or international.

The main techniques of geomarketing are presented along with an understanding of the spatial behavior of consumers, both outside the point of sale and in stores. The book further introduces the idea of a "geomarketing mix", which spatializes product innovations, merchandising, pricing and various aspects of promotion. Finally, the book defines what real georetailing comprises and develops the concept of mobile marketing based on geolocation techniques.


1. Spatial Marketing and Geomarketing.
2. The Consumer’s Spatial Behavior.
3. The Spatial Marketing Mix.
4. Store Location and Georetailing.
5. Spatial Marketing, Geolocation and Mobile Marketing.

About the authors/editors

Gérard Cliquet is Professor Emeritus at the University of Rennes 1, France. He is the author of numerous publications on marketing, retailing and franchising.

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