Abstract

TELLEZ VALENCIA, Carlos  and  AGUILAR, Adrián Guillermo. Application of the geomarketing concept to the clothing-manufacturing microindustry in Nezahualcóyotl, State of Mexico. Invest. Geog [online]. 2000, n.43, pp.122-144. ISSN 2448-7279.

The purpose of this study is to propose a methodological framework for the economic and social development of micro-businesses. For this task the concept of geomarketing is applied to a case study in the municipality of Nezahualcóyotl. The contribution of the concept is to define a profile of producers (supply) and consumers (demand) to assess a market study in order to stimulate entrepreneurial competitiveness tailored to the reality of Mexican micro-businesses. As a conclusion two methodological proposals are presented. First, the way to approach the spatial and economic scale for observation units (entrepreneur, consumer, territory, etc.); second, and based on the Central Place theory, the way to examine the structure and model of the market system, that in this case was of the periodical central type.

Keywords : Metropolitan development; micro-businesses; consumer market; entrepreneurial competitiveness.

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