Geomarketing: inteligência geográfica de mercado. Contribuições acerca do tema a partir da perspectiva geográfica

Abstract

In times of great technological advances, the spatialization of anthropic interventions and economic dynamics is increasingly shown as an essential demand. The use of geotechnological tools allows spatial analysis studies to become an important tool for understanding socioeconomic dynamics. In view of all the developments, it is essential to act within the administrative perspective of marketing for the construction of brands that reach in its area of activity. However, it is not only marketing that has played a fundamental role in the success of a company. This is because this must be associated with more comprehensive studies, inserting, for example, the spatial category, which has led to the discussion about Geomarketing. The objective of this work is to study Geomarketing in its essence, to analyze the performance of Geography, presenting its capacity to incorporate Geomarketing, demonstrating the application of this action, identifying strategies through geographic and marketing concepts and tools to the application of Geography for the analysis of Marketplace. To carry out this research, the concept of Geomarketing and the contribution of Geography in the construction of this tool was adopted, through a qualitative approach of an exploratory nature. Based on the development of the research, it was possible to analyze the application of Geomarketing and identify some strategies for marketing use, as Geomarketing can help in carrying out business expansion plans, assist in decision making and create strategies for companies and the sector. public. However, it is notable that research around geomarketing is still little explored, especially in the field of geographic science. Currently, the concepts of geomarketing are presented as synonyms in the areas of administration and marketing. In turn, from this study, new research on geomarketing can and should be carried out, such as analyzes in enterprises, in different sectors of the economy and in companies of different sizes and in the public sector, providing new knowledge for practical appreciation for organizations in processes and decision regarding areas of knowledge such as Geography, marketing, strategy, entrepreneurship, technology, among others.