Location Analysis and Marketing: A Review and Applications in Retail, Electromobility and Health Care
-
sws:
5. Februar 2015
-
Referent:
Prof. Lieselot Vanhaverbeke, Department of Business Technology and Operations, Vrije Universiteit Brussel (Belgien)
Location Analysis and Marketing: A Review and Applications in Retail, Electromobility and Health Care
Different applications of location models in physical and non-physical space are situated at the interface of location analysis and marketing science. In this seminar, we use the traditional approach of decision making in terms of the marketing mix - product, price, promotion and place - to review these models along the dimensions of a taxonomy for location models.
We discuss the modelling of consumer behaviour and the marketing decisions. To illustrate the applications, we present ongoing projects about the optimisation of a dealer network, the location of charging stations for electric vehicles, and the relevance of location analysis for family doctors.