Cleaning up the competition with giscience: A market area analysis of Yellow Van Cleaning services

Paul R. Burger, H. Jason Combs

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

William Applebaum is widely credited with devising many pioneering marketing geography methods during the post-World War II period which are still used today. Applebaum's practical experience and empirical methods focusing on customer origins allowed companies to answer basic spatial questions in regard to where the business should locate and advertise. Many of Applebaum 's pioneering methods have been enhanced by GIScience. Businesses are now using GIS to integrate data from a variety of sources to plan for market area change, analyze sales performance, and select locations for new businesses or identify existing locations where performance is unsatisfactory. One such enterprise is Yellow Van Cleaning and Restoration Services based in Kearney, Nebraska. Using the results from this project, Yellow Van is searching for store frontage in areas where the unrealized potential within their existing market area is greatest. The company also organizes customer prospects based on neighborhoods using the block-groups with the greatest sales potential and targeting those areas with direct marketing strategies.

Original languageEnglish (US)
Pages (from-to)85-100
Number of pages16
JournalPennsylvania Geographer
Volume49
Issue number2
StatePublished - Sep 1 2011

Fingerprint

market
marketing
sales
customer
direct marketing
empirical method
targeting
GIS
World War II
restoration
performance
Geographical Information System
geography
analysis
method
cleaning up
services
experience
Group
world

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Earth and Planetary Sciences(all)

Cite this

Cleaning up the competition with giscience : A market area analysis of Yellow Van Cleaning services. / Burger, Paul R.; Combs, H. Jason.

In: Pennsylvania Geographer, Vol. 49, No. 2, 01.09.2011, p. 85-100.

Research output: Contribution to journalArticle

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