IJIMT 2014 Vol.5(6): 422-427 ISSN: 2010-0248
DOI: 10.7763/IJIMT.2014.V5.552

Knowledge Acquisition Based on Geomarketing Information for Decision Making: A Case Study on a Food Company

Amanda Nunes, Célio Santana, Fernanda Bezerra, and Natan Sobral
Abstract— This paper presents a case study of a marketing agency that used geomarketing to perform a new campaign for a food company. Initially the food company started a ad-hoc initiative of advertisement renting five outdoors in the most crowded avenues of Recife. This research was conducted based on a action research, in a real environment, where the marketing agency evaluated the former marketing campaign and based on its results, proposed a new one reaching more people and places where the product is sold. The result was the increment of target people reached and also in the sales. The knowledge about where were the best places to put the advertisements was acquired using geomarketing only.

Index Terms— Geomarketing, knowledge acquisition, decision taking.

The authors are with Federal University of Pernambuco, Recife, Brazil (e-mail: anunes1992@yahoo.com.br).

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Cite: Amanda Nunes, Célio Santana, Fernanda Bezerra, and Natan Sobral, " Knowledge Acquisition Based on Geomarketing Information for Decision Making: A Case Study on a Food Company," International Journal of Innovation, Management and Technology vol. 5, no. 6, pp. 422-427, 2014.

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