GIS as a new Marketing Research tool

• Main Author: KAM, Tin Seong
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2007
• Subjects: Databases and Information Systems
• Online Access: https://ink.library.smu.edu.sg/sis_research/353
• Institution: Singapore Management University

In this globalizing and competitive business environment, the value of location as a business measure is fast becoming an important consideration for organisation. Geographical Information System (GIS) with its capability to manage, display, analyse business information spatially is emerging as a location intelligence tool. Using a case study on the tobacco market in Shanghai, People Republic of China, this paper demonstrates how GIS has helped a multinational company in improving their understanding of the market scenario at the micro-level. The paper concludes by highlighting the challenges that are faced in developing GIS-based market intelligence systems and the potential to integrate such technology within a marketing information system.