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Market mapping : how to use revolutionary new software to find, analyze, and keep customers / Sunny Baker, Kim Baker.

By: Contributor(s): Material type: TextTextPublication details: New York ; London : McGraw-Hill, c1993.ISBN:
  • 0070036888
  • 0070036896
Subject(s): DDC classification:
  • 658.835028553 20
Contents:
Introduction - Market Mapping Puts a Competitive Advantage at Your Fingertips -- Pt. 1. The Tools and Principles of Market Mapping and Desktop Mapping Research. 1. The World of Market Mapping Research. 2. Mapping Principles and Terminology for Market Mapping. 3. Anatomy of a Desktop Mapping Program for Market Mapping Analysis. 4. Data Sources and Data Formats for Market Mapping. 5. Choosing the Best Market Mapping System for Your Business. The Power of Color in Market Mapping -- Pt. 2. Step-by-Step Applications of Market Mapping Analysis in Business. 6. The Market Mapping Process - Step-by-Step. 7. Using Market Mapping Tools to Analyze New Market Opportunities. 8. Sales Territory Analysis with Market Maps. 9. Using Market Mapping for Advertising and Direct Mail Applications. 10. Using Market Mapping Tools to Evaluate International Market Potential -- Pt. 3. Resources for Market Mapping.
Summary: Until now, the power to visualize, interpret, and display key market data on consumer behavior, population shifts, sales statistics, and more, and translate this information advantage into superior marketing, sales, and distribution decisions was reserved for firms with mega-market research dollars and complex mainframe systems. Market Mapping gives consumer and business-to-business marketers - in any industry - a cost-effective competitive edge. It shows how to combine the speed and power of desktop computers with revolutionary new mapping software to pinpoint customers, conduct market research, position products and services, and analyze consumer purchase patterns at a fraction of the time and cost of conventional research. Market Mapping delivers powerful, precise techniques for turning crude, unshaped geographic data - telephone numbers, ZIP codes, addresses, population statistics, and more - into polished sales and marketing intelligence. This user-friendly guide evaluates the features and capabilities of today's most important mapping software - MapInfo, ARC/INFO, Tactician, Scan/U.S., Descartes, Atlas MapMaker, Atlas Pro, Atlas GIS, and other programs. It clearly explains how to create stunning, high-impact graphics and easily interpret this output. And it gives readers looking to go global the ability to access worldwide data sources for marketing decisions. Packed with numerous illustrations, comprehensive listings of demographic data sources, and engaging, hands-on case studies of actual marketing scenarios, Market Mapping shows you how to detect marketing trends and relationships often concealed by spreadsheets and conventional database reports; channel advertising dollars to media with different demographics; determine optimal product mixes for different sales regions; find new, more profitable retail locations; target and track successful direct-mail campaigns; and effectively reorganize a sales force. Market Mapping comes complete with glossary, product sources, checklists, and step-by-step guidance for setting up and running a cost-effective in-house demographic research program. With it, savvy marketing, advertising, and sales pros will swiftly analyze thorny market issues and make better decisions faster and more accurately than ever before.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Two Week Loan Two Week Loan de Havilland Learning Resources Centre Main Shelves 658.8350285 BAK (Browse shelf(Opens below)) Available 440120087X
Total holds: 0

Enhanced descriptions from Syndetics:

Includes bibliographical references and index.

Introduction - Market Mapping Puts a Competitive Advantage at Your Fingertips -- Pt. 1. The Tools and Principles of Market Mapping and Desktop Mapping Research. 1. The World of Market Mapping Research. 2. Mapping Principles and Terminology for Market Mapping. 3. Anatomy of a Desktop Mapping Program for Market Mapping Analysis. 4. Data Sources and Data Formats for Market Mapping. 5. Choosing the Best Market Mapping System for Your Business. The Power of Color in Market Mapping -- Pt. 2. Step-by-Step Applications of Market Mapping Analysis in Business. 6. The Market Mapping Process - Step-by-Step. 7. Using Market Mapping Tools to Analyze New Market Opportunities. 8. Sales Territory Analysis with Market Maps. 9. Using Market Mapping for Advertising and Direct Mail Applications. 10. Using Market Mapping Tools to Evaluate International Market Potential -- Pt. 3. Resources for Market Mapping.

Until now, the power to visualize, interpret, and display key market data on consumer behavior, population shifts, sales statistics, and more, and translate this information advantage into superior marketing, sales, and distribution decisions was reserved for firms with mega-market research dollars and complex mainframe systems. Market Mapping gives consumer and business-to-business marketers - in any industry - a cost-effective competitive edge. It shows how to combine the speed and power of desktop computers with revolutionary new mapping software to pinpoint customers, conduct market research, position products and services, and analyze consumer purchase patterns at a fraction of the time and cost of conventional research. Market Mapping delivers powerful, precise techniques for turning crude, unshaped geographic data - telephone numbers, ZIP codes, addresses, population statistics, and more - into polished sales and marketing intelligence. This user-friendly guide evaluates the features and capabilities of today's most important mapping software - MapInfo, ARC/INFO, Tactician, Scan/U.S., Descartes, Atlas MapMaker, Atlas Pro, Atlas GIS, and other programs. It clearly explains how to create stunning, high-impact graphics and easily interpret this output. And it gives readers looking to go global the ability to access worldwide data sources for marketing decisions. Packed with numerous illustrations, comprehensive listings of demographic data sources, and engaging, hands-on case studies of actual marketing scenarios, Market Mapping shows you how to detect marketing trends and relationships often concealed by spreadsheets and conventional database reports; channel advertising dollars to media with different demographics; determine optimal product mixes for different sales regions; find new, more profitable retail locations; target and track successful direct-mail campaigns; and effectively reorganize a sales force. Market Mapping comes complete with glossary, product sources, checklists, and step-by-step guidance for setting up and running a cost-effective in-house demographic research program. With it, savvy marketing, advertising, and sales pros will swiftly analyze thorny market issues and make better decisions faster and more accurately than ever before.