LES MODELES DE LOCALISATION-ALLOCATION

Abstract

The research paper aims to emphasize the strategic importance of location decisions for retailers. So, the location decision is important because opening a business costs a lot of money; the retailer is committed to the location for a long period of time; competition is getting tougher and a good location is one way to beat the competition. Location is a key factor in the retailing mix. Retailers should consider such a decision as carefully as pricing, promotion, and other elements of the marketing mix.

Keywords

• localization - allocation models; trading area; site evaluation; geomarketing