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| Author: | Goss, J. |
| Title: | "We know who you are and we know where you live": the instrumental rationality of geodemographic systems |
| Journal: | Economic Geography
1995 : APR, VOL. 71:2, p. 171-198 |
| Index terms: | MARKETING PRIVACY SEGMENTATION |
| Language: | eng |
| Abstract: | This paper provides a critique of geodemographic systems, sophisticated marketing tools that combine massive electronic data bases on consumer characteristics and behavior, segmentation schemes, and Geographic Information Systems (GIS). Responsible for a "revolution" in marketing research , geodemographics represents a strategy to exercise rational knowledge-power over everyday life. |
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