Visualizing Marketing - S. Umit Kucuk

Visualizing Marketing

From Abstract to Intuitive

(Autor)

Buch | Softcover
XV, 300 Seiten
2024 | 2nd ed. 2023
Springer International Publishing (Verlag)
978-3-031-18217-4 (ISBN)
160,49 inkl. MwSt

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.



1. Marketing and Marketing Mix.- 2. Visualization of Product.- 3. Visualization of Price.- 4. Visualization of Place.- 5. Visualization of Promotion.- 6. Marketing Mix Modeling.- 7. The Transformation of Marketing Mix. 

Erscheinungsdatum
Reihe/Serie Palgrave Studies in Marketing, Organizations and Society
Zusatzinfo XV, 300 p. 86 illus., 50 illus. in color.
Verlagsort Cham
Sprache englisch
Maße 148 x 210 mm
Themenwelt Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
Wirtschaft Betriebswirtschaft / Management Unternehmensführung / Management
Schlagworte Advertising • Content Marketing • Digital Marketing • Distribution • Email Marketing • integrated digital marketing • Interactive Marketing • Marketing Mix • marketing visualization • Place • price • Product • Promotion • Public Relations • Sales Promotion • Social Networking • Supply Chain • Viral Marketing • visualization of data • Word of Mouth Marketing
ISBN-10 3-031-18217-0 / 3031182170
ISBN-13 978-3-031-18217-4 / 9783031182174
Zustand Neuware
Haben Sie eine Frage zum Produkt?
Mehr entdecken
aus dem Bereich
Grundlagen marktorientierter Unternehmensführung : Konzepte, …

von Heribert Meffert; Christoph Burmann; Manfred Kirchgeorg

Buch (2024)
Springer Gabler (Verlag)
49,99
Marketinginstrumente und Erkenntnisse der Wirtschaftspsychologie

von Katja Gelbrich; Stefan Müller

Buch | Softcover (2024)
Vahlen (Verlag)
24,90
neueste Konzepte, Strategien und Technologien sowie praxiserprobte …

von Uwe Seebacher

Buch | Hardcover (2023)
Springer Gabler (Verlag)
109,99