Publicação
Geographic market intelligence as a competitive advantage
| Resumo: | Advances in information and communication technologies are providing more and more alternative ways to accessing information and storage data, as well a greater accessibility to multiple devices, transforming Internet of Things into a giant digital ecosystem, revolutionizing the business models also in the area of marketing. According to Gartner's, IoT will have a major impact on the economy, facilitating and create opportunities to new business models. This article covers a range of techniques, tools and a model that address geographic market intelligence, examining how the benefits of these can contribute to greater effectiveness in marketing campaigns and the maintenance or acquisition of competitive advantage. |
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| Autores principais: | Guarda, Teresa |
| Outros Autores: | Augusto, Maria Fernanda; Lopes, Isabel Maria |
| Assunto: | Geographic information systems CrowdSourcing GeoMarketing Spatial data warehouses Competitive advantage |
| Ano: | 2019 |
| País: | Portugal |
| Tipo de documento: | comunicação em conferência |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Instituto Politécnico de Bragança |
| Idioma: | inglês |
| Origem: | Biblioteca Digital do IPB |
| Resumo: | Advances in information and communication technologies are providing more and more alternative ways to accessing information and storage data, as well a greater accessibility to multiple devices, transforming Internet of Things into a giant digital ecosystem, revolutionizing the business models also in the area of marketing. According to Gartner's, IoT will have a major impact on the economy, facilitating and create opportunities to new business models. This article covers a range of techniques, tools and a model that address geographic market intelligence, examining how the benefits of these can contribute to greater effectiveness in marketing campaigns and the maintenance or acquisition of competitive advantage. |
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