Overview
- Updates the previous edition with a new section on digital marketing visualizations
- Identifies new approaches in marketing value creation processes for students, scholars, and practitioners
- Enables readers to gain an overview of the importance of visualization in marketing data
Part of the book series: Palgrave Studies in Marketing, Organizations and Society (PSMOS)
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About this book
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.Similar content being viewed by others
Keywords
- marketing visualization
- visualization of data
- digital marketing
- product
- price
- distribution
- supply chain
- promotion
- advertising
- interactive marketing
- public relations
- marketing mix
- place
- sales promotion
- email marketing
- viral marketing
- social networking
- content marketing
- word of mouth marketing
- integrated digital marketing
Table of contents (13 chapters)
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Front Matter
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Traditional Marketing Visualizations
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Front Matter
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Digital Marketing Visualizations
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Front Matter
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Back Matter
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Visualizing Marketing
Book Subtitle: From Abstract to Intuitive
Authors: S. Umit Kucuk
Series Title: Palgrave Studies in Marketing, Organizations and Society
DOI: https://doi.org/10.1007/978-3-031-18215-0
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023
Hardcover ISBN: 978-3-031-18214-3Published: 22 March 2023
Softcover ISBN: 978-3-031-18217-4Published: 23 March 2024
eBook ISBN: 978-3-031-18215-0Published: 21 March 2023
Series ISSN: 2661-8613
Series E-ISSN: 2661-8621
Edition Number: 2
Number of Pages: XV, 300
Number of Illustrations: 36 b/w illustrations, 50 illustrations in colour
Topics: Online Marketing/Social Media, Marketing, Business Strategy/Leadership