ASSESSING GEOGRAPHIC INFORMATION SYSTEMS USE IN MARKETING APPLICATIONS FOR THE WOOD PRODUCTS INDUSTRY

Henry Quesada-Pineda, Melissa Brenes-Bastos, Robert Smith

Abstract


Geographical Information Systems (GIS) is a worldwide growing technology, however it is not yet completely accepted and fully implemented in many organizations. Of all of the business processes in an organization, marketing is perhaps one of the natural fitting-processes to utilize GIS. Even though there is recent research regarding applications of GIS in the wood products industry, those applications are mostly related to biomass mapping and logistics issues. There has been little research conducted on the utilization of GIS as part of the marketing strategic plan in this industry. The main goal of this project is to understand potential GIS uses on marketing applications in the wood products industry, specifically in the marketing mix strategic plan. This study will contribute to the increasing body of knowledge of GIS applications by providing best applications and implementation guidelines on GIS and its uses in marketing mix application.


Keywords


marketing, geographic information systems, wood products industries

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References


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