Geodemographics is the analysis of people by where they live, using
profiling, mapping and GIS software to display and analyse
geodemographic information. It focuses on the complex geographies
of consumption, behaviour, attitude, affluence and deprivation that
shape our socio-economic landscape. With an extensive range of
applications, geodemographic methods are widely used to aid
marketing, customer targeting, service delivery and strategic
decision-making in both the public and private sectors.
"Geodemographics, GIS and Neighbourhood Targeting" provides an
introduction to the methods, theories and classification techniques
that form the foundation of neighbourhood analysis and commercial
geodemographic products. It examines best practice when using
geodemographic methods, software and systems, to balance academic
theories with the realities of the business world. Theory is
presented in a user-friendly style and is supported by relevant
contributed case studies and short vignettes. Applied 'how to'
sections will appeal to those who work in business and service
planning. Features specially commissioned case studies written by
expert users of geodemographics. Focuses on presenting and using
neighbourhood classification in GIS. Considers the relevance,
strengths and limitations of the geodemographic idea for public and
private sector decision-making. Includes information of the recent
UK and US Census products and resulting classifications. Part of
the "Mastering GIS: Technology, Applications and Management"
Series, this book will appeal to professionals working with
geodemographics or neighbourhood data in marketing, retail
planning, service delivery and the public sector. It will bean
excellent introduction for upper-level undergraduate and Masters
students taking geodemographics or related modules as part of
degrees in GIS, Geography, Marketing or Business.
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