Geo-marketing, a new approach using fuzzy clustering

Constant economic evolution, the discovery of new technologies and the increasing importance of the customer in recent decades have led to rapid developments in marketing. Marketing is not a new science. As Jones and Shaw (2002) wrote, it has existed since ancient times but has become a great global challenge for companies that spend millions every year on advertising. The paradigm has also changed, as the priority today is not selling but, rather, understanding what clients want and creating custom products for everyone. From this perspective, a lot of work has recently been done. Marketing techniques encompass many subjects. Neuroscience yielded neuro-marketing (see Lee, Broderick and Chamberlain, 2007), which focuses on channels for emotional communication. Out of digitisation grew digital marketing, which played a decisive role in the development of e-com-merce. Others include relationship marketing, buzz marketing and guerrilla marketing.