Elements of geomarketing that facilitate the management of organizational information

Abstract

Marketing supported by geomarketing uses the geolocation of customers, competitors, points of sale and distribution, facilitating the management of organizational information. This way of using knowledge is the basis for obtaining value, designing better strategies to meet the objectives set by organizations and achieving competitiveness. With the objective of identifying the fundamental elements of geomarketing that facilitate the management of organizational information, aspects that need to be handled efficiently to achieve competitive advantage in the company, optimize existing markets and analyze information in a logical and coordinated manner are presented. The delimitation corresponds to the Christaller Model, the Huff Model and Geographic Information Systems. The qualitative paradigm was used in an inductive, non-experimental and cross-sectional study; With the documentary technique, the information was collected, ordered, summarized, and analyzed to specify that of interest for the investigation, and finally the result of the final product was obtained. The population was composed of the management of organizational information, the sample was represented in marketing and the sampling was the three elements of geomarketing already delimited. The results show that geomarketing is a key tool for current marketing, and that it can be evaluated if the competitive advantage due to its use represents lower cost, higher profit, and increase in customer demand, since it allows a better analysis of the data of interest, contributing to more effective decision-making.