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Geographical Information Systems
Geographical information systems

Geographical information systems (GIS) are software packages based on a crossing of digitalized cartography and relational databases. Many marketing applications face complex decision processes that involve a great variety and volume of information, in addition to an important subjective component. In such cases, spatial analysis and visualization methods, as provided by GIS technologies, are extremely useful.

Key Features

A GIS is a system that is able to efficiently capture, store, check, update, manipulate, analyse and display all forms of geographically referenced (or georeferenced) information. It combines layers of information about a location to give the user a better understanding of that location (Grimshaw, 1999). Traditionally, GIS have been used to help solve problems in the environment domain. However, marketing decisions and their outcomes ...

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