In today’s data-driven world, Geographic Information Systems (GIS) have emerged as a powerful tool with significant implications for marketing strategies. This article presents a systematic literature review focused on the intersection of GIS and marketing, aiming to highlight the pivotal role of location-based methods and tools in shaping modern marketing approaches. Our investigation involved the retrieval of a curated selection of scholarly papers from the Scopus database, encompassing publications from the past decade within scientific journals, conference proceedings, and book chapters. Subsequently, we meticulously scrutinized 24 pertinent studies through a comprehensive analysis of their full texts. Through the examination of these selected papers, we identified prevailing themes and emerging trends across diverse applications of GIS within marketing contexts. These findings underscore the pivotal role that GIS can assume in optimizing marketing activities. Furthermore, this review engages in a thorough discussion, offering valuable guidance to both researchers and practitioners on how to harness the full potential of GIS, which can inform and inspire future research endeavor’s in this dynamic and ever-evolving field.