Geomarketing and the locational problem question in the marketing studies
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/17777 |
Resumo: | Objective: This research seeks to reveal the real interest of the marketing researchers by the geomarketing issue, and to show how methodological aspects (implications of locational methods) and theoretical (conceptual differences) act in the stagnation and the low participation of the scientific production of studies of geomarketing. Method: Data collection through a questionnaire, systematic literature review, and demographic database, treated by statistical (t-test/regression) and locational methods. Main results: Marketing researchers’ interests for the locational issue are not reflected in scientific production volume. Few researchers of locational methods explore the implications of those methods on the marketing problem results. Using Geographic Information Systems (GIS) and the theoretical linkage of research to the seminal structure of marketing (regional school) are elements that make geomarketing research difficult, and as possible justifications for the low representativeness of geomarketing in the areas of business (administration and marketing). Theoretical/Methodological Contributions: Locational methods can be reproduced without the use of GIS. The implications associated with locational methods can be used as solution drivers for each research problem. The problems of geomarketing can be linked to the theory of marketing, provided that the place presents itself as an element of connection with the market and its dynamics, and not as disconnected object of consumer behavior. Originality/Relevance: The research shows how to avoid the inconsistent application of techniques, concepts, and geographical labels in the various empirical domains of regional marketing, a relevant point to increase the number of geomarketing researches by marketing researchers, in developing countries such as Brazil. |
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REMark - Revista Brasileira de Marketing |
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Geomarketing and the locational problem question in the marketing studiesGeomarketing e o problema da questão locacional nos estudos de marketingGeomarketing; Locational methods; Place and space; Regional MarketingGeomarketing; Métodos locacionais; Lugar e espaço; Marketing regionalObjective: This research seeks to reveal the real interest of the marketing researchers by the geomarketing issue, and to show how methodological aspects (implications of locational methods) and theoretical (conceptual differences) act in the stagnation and the low participation of the scientific production of studies of geomarketing. Method: Data collection through a questionnaire, systematic literature review, and demographic database, treated by statistical (t-test/regression) and locational methods. Main results: Marketing researchers’ interests for the locational issue are not reflected in scientific production volume. Few researchers of locational methods explore the implications of those methods on the marketing problem results. Using Geographic Information Systems (GIS) and the theoretical linkage of research to the seminal structure of marketing (regional school) are elements that make geomarketing research difficult, and as possible justifications for the low representativeness of geomarketing in the areas of business (administration and marketing). Theoretical/Methodological Contributions: Locational methods can be reproduced without the use of GIS. The implications associated with locational methods can be used as solution drivers for each research problem. The problems of geomarketing can be linked to the theory of marketing, provided that the place presents itself as an element of connection with the market and its dynamics, and not as disconnected object of consumer behavior. Originality/Relevance: The research shows how to avoid the inconsistent application of techniques, concepts, and geographical labels in the various empirical domains of regional marketing, a relevant point to increase the number of geomarketing researches by marketing researchers, in developing countries such as Brazil.Objetivo do estudo: Revelar o real interesse dos pesquisadores de marketing pela questão locacional (geomarketing) e demonstrar como aspectos metodológicos (implicações dos métodos locacionais) e teóricos (diferenças conceituais) atuam na estagnação e na baixa participação da produção científica de estudos de geomarketing.Metodologia/abordagem: Coleta de dados por meio de questionário, bases de dados científicas e demográficas, tratados por métodos estatísticos (teste-t/regressão) e locacionais.Principais resultados: O grande interesse dos pesquisadores de marketing pela questão locacional não se reflete em volume de produção científica. Implicações dos diferentes métodos locacionais nos resultados de um problema de marketing são pouco exploradas. O uso de sistemas de informação geográfica (GIS) e a vinculação teórica das pesquisas à estrutura seminal do marketing se apresentam como elementos que dificultam pesquisas em geomarketing, se colocando também como possíveis justificativas para o baixo número de publicações de geomarketing nas áreas de negócios (administração/marketing).Contribuições teóricas/metodológicas: Métodos locacionais podem ser reproduzidos sem GIS. As implicações associadas aos métodos locacionais podem ser utilizadas como direcionadores da solução para cada problema de pesquisa. Os problemas de geomarketing podem ser vinculados à teoria do marketing, desde que o lugar se apresente como elemento de ligação com o mercado e sua dinâmica, e não como objeto desconectado do comportamento dos consumidores.Relevância/originalidade: A pesquisa mostra como evitar a aplicação inconsistente de técnicas, conceitos e rótulos geográficos nos vários domínios empíricos do marketing regional, um ponto relevante para aumentar o número de pesquisas de geomarketing em países em desenvolvimento como o Brasil.Universidade Nove de Julho - UninoveThis work was supported by the National Scientific and Technological Development of Brazil (CNPq) [grant numbers: 311032/2016-8] and by Coordination for the Improvement of Personnel in Higher Education – Brasil (CAPES) [Finance Code 001].Este trabalho foi apoiado pelo CNPq - Conselho Nacional de Desenvolvimento Científico grant: 311032 / 2016-8 e pela Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - (CAPES) Código 001.Libório, Matheus PereiraBernardes, PatríciaEkel, Petr IakovlevitchRamalho, Felipe DinizGouveia dos Santos, Angélica Cidália2020-07-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1777710.5585/remark.v19i2.17777ReMark - Revista Brasileira de Marketing; v. 19, n. 2 (2020): (abr./jun.); 448-4692177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/17777/8383Direitos autorais 2020 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-01-18T18:06:55Zoai:https://periodicos.uninove.br:article/17777Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T18:06:55REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Geomarketing and the locational problem question in the marketing studies Geomarketing e o problema da questão locacional nos estudos de marketing |
title |
Geomarketing and the locational problem question in the marketing studies |
spellingShingle |
Geomarketing and the locational problem question in the marketing studies Libório, Matheus Pereira Geomarketing; Locational methods; Place and space; Regional Marketing Geomarketing; Métodos locacionais; Lugar e espaço; Marketing regional |
title_short |
Geomarketing and the locational problem question in the marketing studies |
title_full |
Geomarketing and the locational problem question in the marketing studies |
title_fullStr |
Geomarketing and the locational problem question in the marketing studies |
title_full_unstemmed |
Geomarketing and the locational problem question in the marketing studies |
title_sort |
Geomarketing and the locational problem question in the marketing studies |
author |
Libório, Matheus Pereira |
author_facet |
Libório, Matheus Pereira Bernardes, Patrícia Ekel, Petr Iakovlevitch Ramalho, Felipe Diniz Gouveia dos Santos, Angélica Cidália |
author_role |
author |
author2 |
Bernardes, Patrícia Ekel, Petr Iakovlevitch Ramalho, Felipe Diniz Gouveia dos Santos, Angélica Cidália |
author2_role |
author author author author |
dc.contributor.none.fl_str_mv |
This work was supported by the National Scientific and Technological Development of Brazil (CNPq) [grant numbers: 311032/2016-8] and by Coordination for the Improvement of Personnel in Higher Education – Brasil (CAPES) [Finance Code 001]. Este trabalho foi apoiado pelo CNPq - Conselho Nacional de Desenvolvimento Científico grant: 311032 / 2016-8 e pela Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - (CAPES) Código 001. |
dc.contributor.author.fl_str_mv |
Libório, Matheus Pereira Bernardes, Patrícia Ekel, Petr Iakovlevitch Ramalho, Felipe Diniz Gouveia dos Santos, Angélica Cidália |
dc.subject.por.fl_str_mv |
Geomarketing; Locational methods; Place and space; Regional Marketing Geomarketing; Métodos locacionais; Lugar e espaço; Marketing regional |
topic |
Geomarketing; Locational methods; Place and space; Regional Marketing Geomarketing; Métodos locacionais; Lugar e espaço; Marketing regional |
description |
Objective: This research seeks to reveal the real interest of the marketing researchers by the geomarketing issue, and to show how methodological aspects (implications of locational methods) and theoretical (conceptual differences) act in the stagnation and the low participation of the scientific production of studies of geomarketing. Method: Data collection through a questionnaire, systematic literature review, and demographic database, treated by statistical (t-test/regression) and locational methods. Main results: Marketing researchers’ interests for the locational issue are not reflected in scientific production volume. Few researchers of locational methods explore the implications of those methods on the marketing problem results. Using Geographic Information Systems (GIS) and the theoretical linkage of research to the seminal structure of marketing (regional school) are elements that make geomarketing research difficult, and as possible justifications for the low representativeness of geomarketing in the areas of business (administration and marketing). Theoretical/Methodological Contributions: Locational methods can be reproduced without the use of GIS. The implications associated with locational methods can be used as solution drivers for each research problem. The problems of geomarketing can be linked to the theory of marketing, provided that the place presents itself as an element of connection with the market and its dynamics, and not as disconnected object of consumer behavior. Originality/Relevance: The research shows how to avoid the inconsistent application of techniques, concepts, and geographical labels in the various empirical domains of regional marketing, a relevant point to increase the number of geomarketing researches by marketing researchers, in developing countries such as Brazil. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-07-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/17777 10.5585/remark.v19i2.17777 |
url |
https://periodicos.uninove.br/remark/article/view/17777 |
identifier_str_mv |
10.5585/remark.v19i2.17777 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/17777/8383 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2020 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2020 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 19, n. 2 (2020): (abr./jun.); 448-469 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138641953423361 |