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The thesis explores the critical role of spatial data in business, emphasizing its connection to customer management and marketing strategies. It highlights the necessity for companies to adapt swiftly to market changes and leverage data-driven methods for customer recruitment and retention. The work integrates concepts from Customer Relationship Management, Online Marketing, and Geomarketing, proposing a structured business model that merges these fields. Additionally, it analyzes current applications and identifies gaps, ultimately offering recommendations for enhanced Online Marketing strategies.
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Potential of Geo-Marketing-Tools for the development of advanced Online-Marketing business models, Peter Menne
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- 2009
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