Abstract
Mind the Marketing Gap: Practitioners versus Academics View of GIS
Track: Business GIS
Author(s): Monica Perry
Geographic information is critical to develop deeper understandings of prospects and customers, as well as targeted marketing communications. Practicing direct marketers have traditionally incorporated geographic information in their analysis, choices of prospects and customers and decisions about offers, target audiences, and media.
Geographic information can efficiently and effectively enhance direct and interactive marketing strategies and tactics. The existing literature addresses some dimensions of direct marketing, such as acquiring information about customers via geodemographic analysis. Through a theoretically and methodologically sound content analysis we compared existing research and practitioner case studies and newsletters from major GIS providers as well as major media publications. Our results indicate that the existing literature does not adequately address the necessary range of direct and interactive marketing decisions as both markets and media have become more fragmented. We recommend potent areas for future research that should help direct and interactive marketers be more effective and competitive.
Monica Perry
University of Redlands
PO Box 3080
Redlands , California 92373
United States
Phone: 909-793-2121
E-mail: monica_perry@redlands.edu