Geomarketing: Desde una visión comercial a una aplicación social, en contextos metropolitanos

Abstract

The applied geomarketing, for commercial purposes, addresses elements of marketing, incorporating spatial perspectives, all supported by GIS. It analyzes market themes, col-laborating in the private commercialization of goods and services, defining commercial geographic coverage and making these businesses profitable. These techniques also apply to the analysis and evaluation of projects effectively supporting social programs organized by the public sector or other users, meeting needs in urban communities: gen-esis of social geomarketing, a new orientation. It seeks to increase the welfare of citizens; Ex. Location of educational, health, sports equipment or support to the application of policies and programs to targeted beneficiaries. This article, based on I+D+i projects car-ried out by the authors, proposes a methodological and computerized systematization, to apply geomarketing from both perspectives oriented to the user. It identifies informa-tion, stages, own and shared processes, more results obtained. A commercial case and a social case are tried at the Centro Metropolitano de Concepción, Biobío Region, Chile.