Geodemographics for Marketers: Using Location Analysis for Research and Marketing (Marketing Science) - Softcover

Leventhal, Barry

 
9780749473822: Geodemographics for Marketers: Using Location Analysis for Research and Marketing (Marketing Science)
Softcover
ISBN 10: 0749473827 ISBN 13: 9780749473822
Publisher: Kogan Page, 2016

Synopsis

Geodemographics, the process of analyzing survey data to profile economic and demographic characteristics of populations, is a successful data-driven analysis tool for marketers. Geodemographic classifications are widely embedded in customer databases and market research datasets.

Written by a leading UK authority on geodemographics, Geodemographics for Marketers provides marketers with the know-how to leverage it as an effective research tool to identify location-based segments for highly targeted marketing. International in scope and impartial in its approach, this book demonstrates how to implement geodemographics techniques for practical application in retail, financial services and telecommunications as well as the public sector.

Geodemographics for Marketers includes numerous case studies, from the automotive, retail and telecommunications sectors to the public sector, that illustrate core concepts and how they can be applied to gain positive results. It is also supported by a range of online resources, including figures, practical sessions and learning feedback. The book also incorporates the newly introduced generation of classifications, as well as a discussion of the key decisions of the proposed 2021 census.

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About the Author

Dr Barry Leventhal is a leading UK authority on geodemographics and a marketing analytics expert. He is Emeritus Chair of the Census and Geodemographics Group (CGG), which is an advisory board of The Market Research Society (MRS) and a leading voice in the UK information industry. He was recently awarded the MRS Gold Medal Award - the association's rarest accolade, presented for the first time since 2008 - in recognition of his lifetime of exceptional achievement and contribution to the research profession.

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Publisher
Kogan Page
Publication date
2016
Language
English
ISBN 10 
0749473827
ISBN 13 
9780749473822
Binding
Paperback
Edition number
1
Number of pages
232