The value of geographic information system (GIS) technology for the business and marketing industry has never been greater than it is today. Small and large businesses alike are finding GIS to be an indispensable analysis tool in site selection, market area analysis, sales territory management, customer profiling, sales and service-call routing, and merchandising strategy development, to name just a few specific applications. But software training geared toward this burgeoning discipline is scarce. Filled with relevant, scenario-based, hands-on exercises, GIS Tutorial for Marketing is an important and timely resource for those who want to take business and marketing research to the next level.

This ArcGIS software tutorial is designed to complement the standard curriculum of any undergraduate marketing program. Each chapter focuses on a marketing scenario that relates to a specific course in the marketing curriculum. The nonsequential nature of the chapters allows marketing students to develop their GIS skills as they progress through the marketing curriculum, whatever path they may take. This volume is also an excellent resource for professionals who want to use GIS in marketing applications. 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.

The book includes a DVD that contains a 180-day trial version of ArcGIS 9.2 and a data CD with tutorial datasets and samples of ArcGIS Business Analyst and Community Tapestry data.

About the author:

Dr. Fred L. Miller is professor of Marketing and Telecommunications Systems Management at Murray State University. His teaching and research interests are in the fields of business GIS, Internet marketing, and global marketing management.

2007 - 436 pages