GIS Tutorial for Marketing

The value of GIS technology for the business and marketing industry has never been greater than it is today. GIS Tutorial for Marketing demonstrates the types of analysis that can broaden the impact and improve the efficiency of marketing efforts. Filled with scenario-based, hands-on exercises, this tutorial addresses topics like targeted promotional campaign development, merchandise strategy planning, retail site selection, and more. No previous GIS experience is required—this book will give beginning students or professionals the knowledge and experience required to gain a distinctive edge in planning marketing strategies and solving marketing problems.

GIS Tutorial for Marketing includes a DVD that contains a 180-day trial version of ArcGIS® 9.2 and a data CD with tutorial datasets and samples of ArcGIS® Business Analyst and Community™ Tapestry™ data.

Fred L. Miller is a professor of marketing and telecommunications systems management at Murray State University. His teaching and research interests are in the fields of business GIS, Internet marketing, and global marketing management.

ISBN: 9781589480797    2007   432 pages   $79.95

To order this book:

Click the button below to order GIS Tutorial for Marketing online from ESRI's GIS Bookstore, or call 1-800-447-9778. If ordering from outside the U.S., see ordering options.