Market Mapping: How to Use Revolutionary New Software to Find, Analyze, and Keep Customers

Overview

Until now, the power to visualize, interpret, and display key market data on consumer behavior, population shifts, sales statistics, and more, and translate this information advantage into superior marketing, sales, and distribution decisions was reserved for firms with mega-market research dollars and complex mainframe systems. Market Mapping gives consumer and business-to-business marketers - in any industry - a cost-effective competitive edge. It shows how to combine the speed and power of desktop computers ...
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Overview

Until now, the power to visualize, interpret, and display key market data on consumer behavior, population shifts, sales statistics, and more, and translate this information advantage into superior marketing, sales, and distribution decisions was reserved for firms with mega-market research dollars and complex mainframe systems. Market Mapping gives consumer and business-to-business marketers - in any industry - a cost-effective competitive edge. It shows how to combine the speed and power of desktop computers with revolutionary new mapping software to pinpoint customers, conduct market research, position products and services, and analyze consumer purchase patterns at a fraction of the time and cost of conventional research. Market Mapping delivers powerful, precise techniques for turning crude, unshaped geographic data - telephone numbers, ZIP codes, addresses, population statistics, and more - into polished sales and marketing intelligence. This user-friendly guide evaluates the features and capabilities of today's most important mapping software - MapInfo, ARC/INFO, Tactician, Scan/U.S., Descartes, Atlas MapMaker, Atlas Pro, Atlas GIS, and other programs. It clearly explains how to create stunning, high-impact graphics and easily interpret this output. And it gives readers looking to go global the ability to access worldwide data sources for marketing decisions. Packed with numerous illustrations, comprehensive listings of demographic data sources, and engaging, hands-on case studies of actual marketing scenarios, Market Mapping shows you how to detect marketing trends and relationships often concealed by spreadsheets and conventional database reports; channel advertising dollars to media with different demographics; determine optimal product mixes for different sales regions; find new, more profitable retail locations; target and track successful direct-mail campaigns; and effectively reorganize a sales force. Market Mapping comes complete with glossary, p
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Product Details

  • ISBN-13: 9780070036895
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 7/1/1992
  • Pages: 267

Table of Contents

Acknowledgments
Introduction - Market Mapping Puts a Competitive Advantage at Your Fingertips
Pt. 1 The Tools and Principles of Market Mapping and Desktop Mapping Research
1 The World of Market Mapping Research 3
2 Mapping Principles and Terminology for Market Mapping 21
3 Anatomy of a Desktop Mapping Program for Market Mapping Analysis 41
4 Data Sources and Data Formats for Market Mapping 65
5 Choosing the Best Market Mapping System for Your Business 91
The Power of Color in Market Mapping 125
Pt. 2 Step-by-Step Applications of Market Mapping Analysis in Business
6 The Market Mapping Process - Step-by-Step 129
7 Using Market Mapping Tools to Analyze New Market Opportunities 155
8 Sales Territory Analysis with Market Maps 171
9 Using Market Mapping for Advertising and Direct Mail Applications 185
10 Using Market Mapping Tools to Evaluate International Market Potential 199
Pt. 3 Resources for Market Mapping
Glossary 245
Bibliography 257
Map Product Credits 259
Index 261
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