The application of geodemographics to retailing

This paper discusses the role of geodemographics in retailing and its contribution to retail segmentation, store ranging and customer service.
  

The Application of Geodemographics toRetailing: Meeting the Needs of the Catchment

Maureen JohnsonResearch International Retail Ltd

Foreword 

INTRODUCTION

In the world of consumer marketing, the last two decades has probably seen greater change than any similar period in its history. The structure of the marketplace has changed, permanently affecting relationships between manufacturers, retailers and the consumer. Gone are the halcyon days of the early 1970s when marketing was still geared to the economics of the mass. Mass marketing meant that companies did it the same way for everyone and made their money on the efficiencies....

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