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Un modelo de geomarketing para la localización de supermercados: diseño y aplicación práctica

Author

Listed:
  • Amparo Baviera-Puig
  • Juan Buitrago-Vera
  • José Enrique Rodríguez-Barrio

Abstract

El geomarketing es una disciplina en plena evolución gracias a sus múltiples aplicaciones en el mundo empresarial. En este documento de trabajo, utilizando como base el modelo MCI de la teoría de la localización, se desarrolla un modelo de geomarketing con el fin de contribuir a la estrategia de localización de los supermercados. Los principales resultados obtenidos pueden clasificarse en dos grandes grupos: conceptuales y metodológicos. Por un lado, se profundiza en el conocimiento de los atributos determinantes de la atracción comercial de un supermercado y, por otro lado, la incorporación de los Sistemas de Información Geográfica facilita enormemente su aplicación práctica.

Suggested Citation

  • Amparo Baviera-Puig & Juan Buitrago-Vera & José Enrique Rodríguez-Barrio, 2013. "Un modelo de geomarketing para la localización de supermercados: diseño y aplicación práctica," DOCFRADIS Working Papers 1301, Catedra Fundación Ramón Areces de Distribución Comercial, revised Mar 2013.
    • Handle: RePEc:ovr:docfra:1301
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    Cited by:

    1. Rafael SuArez VEGA & José Luis Gutiérrez ACUNA & Manuel Rodriguez DiAZ, 2015. "Spatial Analysis Of Consumer Behavior In A Food Products Market," Theoretical and Empirical Researches in Urban Management, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 10(1), pages 25-42, February.

    More about this item

    Keywords

    Geomarketing; Supermercados; Localización; SIG; Modelo MCI;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • R30 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Real Estate Markets, Spatial Production Analysis, and Firm Location - - - General

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