Market Mapping: How to Use Revolutionary New Software to Find, Analyze, and Keep Customers

From the Publisher: Until now, the power to visualize, interpret, and display key market data on consumer behavior, population shifts, sales statistics, and more, and translate this information advantage into superior marketing, sales, and distribution decisions was reserved for firms with mega-market research dollars and complex mainframe systems. Market Mapping gives consumer and business-to-business marketers - in any industry - a cost-effective competitive edge. It shows how to combine the speed and power of desktop computers with revolutionary new mapping software to pinpoint customers, conduct market research, position products and services, and analyze consumer purchase patterns at a fraction of the time and cost of conventional research. Market Mapping delivers powerful, precise techniques for turning crude, unshaped geographic data - telephone numbers, ZIP codes, addresses, population statistics, and more - into polished sales and marketing intelligence. This user-friendly guide evaluates the features and capabilities of today's most important mapping software - MapInfo, ARC/INFO, Tactician, Scan/U.S., Descartes, Atlas MapMaker, Atlas Pro, Atlas GIS, and other programs. It clearly explains how to create stunning, high-impact graphics and easily interpret this output. And it gives readers looking to go global the ability to access worldwide data sources for marketing decisions. Packed with numerous illustrations, comprehensive listings of demographic data sources, and engaging, hands-on case studies of actual marketing scenarios, Market Mapping shows you how to detect marketing trends and relationships often concealed by spreadsheets and conventional database reports; channel advertising dollars to media with different demographics; determine optimal product mixes for different sales regions; find new, more profitable retail locations; target and track successful direct-mail campaigns; and effectively reorganize a sales force. Market Mapping comes complete with glossary, p