"Market Mapping" shows all marketers how to combine the speed and power of desktop computers with new mapping software to analyze thorny marketing issues and make better decisions faster. Simply and logically, the book helps consumer and business to business marketers - in any industry - pinpoint customers, conduct market research, position products, and analyze purchase patterns far more quickly and accurately than before. "Market Mapping" evaluates the capabilities of the most important mapping software and clearly and concisely explains how to interpret the graphic output of each. This applications-oriented book uses case studies of actual marketing scenarios to show readers how to best employ mapping software to analyze potential markets - find new, more profitable retail locations - target successful direct mail efforts - or effectively reorganize a sales force. It also gives readers interested in expanding their international presence the ability to develop global data sources for marketing decisions.
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