Potential of Geo-Marketing-Tools for the development of advanced Online-Marketing business models

Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing grade: 13 University of Applied Sciences Essen language: English abstract: About 80% of all business-relevant information within a company has a relation to spatial data (Wagner 2006). Facing a rapid technological change and embedded in a highly competitive en-vironment companies are pressured to react quickly and to adopt fast to changing market conditions. Thereby the capability of the recruitment retention and recovery of customers more and more plays an important role. Furthermore knowledge regarding promising customers becomes a factor of success. Hence methods of data-based customer management are used to handle these challenges. Furthermore those methods were used accretive in view of online marketing activities. Thus Online-Marketing increases sustainable its importance for a company as well. But with regard to the introducing quote it could be ascertained that today's Online-Marketing has no spatial justification although about 80% of all business-relevant information is suggested to have a relation to spatial data. Hence the assignment at hand will explain the reader aspects of customer value in view of the principles of Customer Relationship Management as well as of Online- and Geomarketing. Furthermore it will merge these ideas for the development of a structured communication and business model at the intersection of Geo- and Online-Marketing. Based on this an analysis of recent applications will be done as well recent gaps shall be examined. Finally a recommendation regarding advanced Online-Marketing business models will be done by the development of an exemplary business model. Thus the reader shall get to know the interrelations as well as some hints for further considerations will be given.