Visualizing Marketing: From Abstract to Intuitive

ISBN-13: 9783031182143 / Angielski / Twarda / 2023

S. Umit Kucuk

Opis

This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss marketing concepts visually, and open a door to future predictions of the evolution of such marketing concepts. Marketing concepts are, by nature, abstract and there is a need for approaches that provide a clear picture of such concepts, along with concrete and hands-on knowledge tools to students, scholars, and practitioners. Furthermore, the recent rising importance and popularity of digital marketing tools and marketing metrics make visualization of such important marketing phenomena possible. Visualizing or concretizing of marketing data is more important than ever as the usage and presentation of such enormous amounts of data requires visual representation.Whereas the first edition focused on traditional marketing elements, namely the 4Ps or marketing mix elements, this edition includes a new section focusing on digital marketing, which introduces the 4Cs, defined as Connectivity, Content, Community and Commitment. Consequently, this edition provides a broader view of marketing concepts by also proposing a new conceptualization to today’s dynamically changing digital marketing value creation tools. As a result, this book develops a new foundation of digital marketing and provides an alternative way of discussing and explaining marketing concepts, old and new, with visual representations.

Spis treści

 

Introduction

 

PART-I: Traditional Marketing Visualizations

 

Marketing and Marketing-Mix

            What is marketing and marketing mix?

            Is marketing art or science?

Product

            New Product Development

            Product Life Cycle

            How to extent Product Life Cycle?

            Product Diffusion and Adaptation

            Product Segmentation

            Services

Promotion

            Advertising and Advertisement Effectiveness

            Sales Promotion

            Public Relations

            Personal Selling and Interactive Marketing

            Comparison of Promotion Mix Elements

            Push-Pull

Place

            Benefits of Distribution

            Product Availability and Out-of-Stock

            Distribution Elasticity

            Inventory Control Models

Price

            Demand-Based Pricing

            Cost-Based Pricing

            Perception-Based Pricing

Marketing-Mix Modeling and Coordination

            Product Life Cycle and Marketing Mix         

            Consumer Decision Making and Marketing Mix

            Brand Equity and Marketing Mix

            Market Conditions and Marketing Mix

 

PART-II: Digital Marketing Visualizations

 

Introducing the 4Cs of Digital Marketing

            Complementing the Old with the New

Connectivity

            Defining Connectivity

            Addressability

            Findability

Content

            Content Marketing

            Content Mix

            Content Mix Management

            Content Complexity

Community

            Defining Community

            Community Detection

            Community Visuals with Metrics

            e-WOM and Viral Marketing

Commitment

            Defining Commitment and Credibility

            Negotiation and Credibility

            Fake and Misleading Information

Integrated Digital Marketing Value Creation

            Consumer Decision Process Implications

            AIDA Implications
            Brand Building Implications              

 

Conclusion

O autorze

S. Umit Kucuk has taught marketing, consumer behavior, marketing research and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is published in the Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of International Consumer Marketing, Journal of Retailing and Consumer Services, Marketing Theory, Psychology and Marketing, and Technovation, among others. He is the author of the books Brand Hate and Consumer Voice, both published by Palgrave Macmillan.

Blurb

This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss marketing concepts visually, and open a door to future predictions of the evolution of such marketing concepts. Marketing concepts are, by nature, abstract and there is a need for approaches that provide a clear picture of such concepts, along with concrete and hands-on knowledge tools to students, scholars, and practitioners. Furthermore, the recent rising importance and popularity of digital marketing tools and marketing metrics make visualization of such important marketing phenomena possible. Visualizing or concretizing of marketing data is more important than ever as the usage and presentation of such enormous amounts of data requires visual representation.

Whereas the first edition focused on traditional marketing elements, namely the 4Ps or marketing mix elements, this edition includes a new section focusing on digital marketing, which introduces the 4Cs, defined as Connectivity, Content, Community and Commitment. Consequently, this edition provides a broader view of marketing concepts by also proposing a new conceptualization to today’s dynamically changing digital marketing value creation tools. As a result, this book develops a new foundation of digital marketing and provides an alternative way of discussing and explaining marketing concepts, old and new, with visual representations.

S. Umit Kucuk has taught marketing, consumer behavior, marketing research and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is published in the Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of International Consumer Marketing, Journal of Retailing and Consumer Services, Marketing Theory, Psychology and Marketing, and Technovation, among others. He is the author of the books Brand Hate and Consumer Voice, both published by Palgrave Macmillan.