GIS Tutorial for Marketing

Demonstrates the types of analysis that can broaden the impact and improve the efficiency of marketing efforts. This book gives beginning students or professionals the knowledge and experience required to gain an edge in planning marketing strategies and solving marketing problems.

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The value of GIS technology for the business and marketing industry has never been greater than it is today. "GIS Tutorial for Marketing" demonstrates the types of analysis that can broaden the impact and improve the efficiency of marketing efforts. Filled with scenario-based, hands-on exercises, this tutorial addresses targeted promotional campaign development, merchandise strategy planning, retail site selection, and more. No previous GIS experience is required - this book will give beginning students or professionals the knowledge and experience required to gain a distinctive edge in planning marketing strategies and solving marketing problems. "GIS Tutorial for Marketing" includes a DVD that contains a 180-day trial version of ArcGIS 9.2 and a data CD with tutorial datasets and samples of ESRI Business Analyst and Tapestry data.