This book investigates how Geographic Information Systems (GIS) and geodemographic data can be effectively utilized for neighborhood targeting in marketing and management. It explores the theoretical underpinnings and practical applications of combining spatial data with demographic information to understand and segment populations at a local level. The author, Richard Webber, draws upon his expertise to present a framework for leveraging these technologies to achieve more precise and efficient outreach strategies.

The Authority Perspective: This text is recognized as a foundational work in the application of GIS to geodemographics and marketing. It is valued for its clear exposition of complex concepts and its practical guidance for professionals in fields such as marketing, urban planning, and public policy. The book provides a robust framework for understanding spatial data and its strategic deployment.