Geomarketing, the superiority of the place element from the marketing mix, case study: the expansion plan of the garment stores in districts of Tehran

Geomarketing is a new interdisciplinary knowledge that has been increasingly used with the development of technology and tools for collecting location data, especially in organizations developed in the geographical area. In fact, GeoMarketing should be considered as a kind of engineering of the neglected element of location in minimizing the uncertainties of marketing policies, so that it has the ability to challenge the traditional models of developing marketing strategies. GeoMarketing should be considered as a scientific and operational strategy in measuring the spatial acceptability of policy feedback before adopting them on the basis of smart maps. The purpose of this article is to examine more closely the capabilities of the development of the Place element on the basis of the GeoMarketing strategy in relation to each elements of marketing mix (price, product and promotion). which by providing a new definition of this topic along with the basic explanation, Implementation steps of Tehran's standard geomarketing project to guide the policies of a business..In this article, by collecting information and processing them in 7 business components, in relation to the extraction of neglected potentials in the development of the branches of a clothing brand, by implementing multi-criteria decision analysis and the weighted average result of collecting the opinions of 11 experts in the field of clothing on the software platform ArcGIS was implemented. In the end, the three areas of Artesh Boulevard, Abshenasan and Shohada Square were identified as areas of potential with pedestrians and left for interpretation. It is obvious that this new topic is in the early stages of its maturity and it is suggested to discover its practical capabilities in other business topics.