2004 UC Proceedings Abstract
 GIS With DM: Just Tools, or a New Marketing Science? Track: Business GIS Author(s): Jose Jesus Costa Marketing is one of the fundamental sciences of the present day, especially because it makes use of its deductive character in the attempt to understand consumers and satisfy their needs. Consumers, however, have very subjective behavior whose analysis is not always linear. Through its capacity of referencing entities in a geographic manner, GIS has enriched this analysis. However, the unpredictability of these phenomena was solved with the combination of Data Mining methods with GIS. By their characteristics, the newly emerged Location Based Services have become a laboratory through the conjoint use of these two techniques - GIS and Data Mining. This paper intends to answer the question of the title, by characterizing the benefits resulting from this new way of understanding Marketing, as well as, anticipating future scenarios of the evolution of this science with regard to the application of these concepts. Jose Jesus Costa Nova University of Lisbon ISEGI Campus de Campolide Lisboa , Lisbon 1070-312 PT Phone: +351213871573 E-mail: G2001163@isegi.unl.pt |
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