The Role of Geomarketing and Characteristics on Business Development and Decision Making

Abstract

This chapter describes the geographic dimensions of marketing as they relate to business development and decision-making processes. Given the complex and diverse business environment and markets of countries, it takes a lot of work for decision-makers to understand the process of identifying opportunities. Synthesizing concepts and theoretical approaches to marketing and developing it as a management system is part of the impact on business growth through consideration and evaluation during decision-making. To maximize profits, the main goal of marketing is to build profitable relationships between producers and buyers of goods depending on their geographic location. Modern geomarketing supports the comprehensive study (including marketing, logistics, and geography) of global and local economic processes, which are essential for business.