When we talk about fundamentals in the article The awakening of Geomarketing, we went through some theories and structural methodologies for the analyses.

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But there are also Marketing laws And the Laws of Geography.

What if we could combine them to form a new theoretical set for Geo + Marketing?

A Marketing theory gives us the 4 Ps, the decomposition of Marketing problems into Price, Square, Product, and Promotion.

Here we already see the importance of the local factor in Marketing, the Square, the place where things happen.

And it will be from the Square or originally Place (place) that the Marketing will be able to think about the Price, the Product and the Promotion.

Product Price Promotion

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Praça

So our revised Marketing Law is:

Everything happens somewhere and that place very much determines what happens.

This is also the geographical principle of Extension, conceived by Friedrich Ratzel, which states that every geographical phenomenon occurs in a certain portion of the territory, which can be delimited.

On the other hand, the role that place plays in what happens, how geographical space influences the presence or absence of factors, is something more linked to the principle of Casuality, formulated by Alexander von Humboldt (1769-1859).

According to him, every geographical phenomenon has one or more causes, which must be sought and explained.

The typical complexity of Geomarketing studies is more explicit in the principle of Interaction, formulated by Jean Brunhes (1869-1930).

In his understanding, every geographical phenomenon has a dynamic character, so your study must understand its extension and its connection with time, since facts are never isolated.

Timing, the right time to take a stand, is pure Marketing.

“Map is not territory”

This statement comes from the Theory of General Semantics, created by the Polish mathematician and philosopher Alfred Korzybski.

It means that each person has a way of thinking, a “mental map”, that is different from the actual reality of the world, of the territory.

Everyone experiences the reality of their mental map and makes decisions based on it.

People's territory has to do with their dynamics of life, home, transportation, work, school, leisure.

Stringing together the elements of people's lives gives us the perspective of their mental maps.

The new Marketing law is:

The physical map is just a reference for understanding the mental map, that is the most important.

Laws of Geography.

“All things are related to everything else, but close things are more related than distant things” Waldo Tobler.

From this law we can understand that the greater the distance between things, the less influence there will be between them.

Then we can understand that local marketing has the advantage of acting in a delimited and more influential space.

Everything happens somewhere and those places may be similar or different from each other.

What does it have to do with the principle of Analogy, expounded by Karl Ritter (1779-1859) and Paul Vidal de La Blache (1845-1918), in which every geographical phenomenon must be compared to others of the same type, to establish similarities and differences, in order to facilitate its understanding.

We can say that maps are data, not drawings.

As Friedrich Ratzel (1844-1904) argues in his theory of geographical determinism, in which people are subject to the space in which they are inserted, products of the environment.

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Which brings us to Marshall McLuhan's statement:

The medium is the message

He was referring to media, but the freedom of our theoretical exercise allows us to understand that the place is also the message. There being a local determinism for marketing messages.