Overview

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.

Full Product Details

Author:   S. Umit Kucuk
Publisher:   Springer International Publishing AG
Imprint:   Palgrave Macmillan
Edition:   2nd ed. 2023
Weight:   0.539kg
ISBN:  

9783031182143

ISBN 10:   3031182146
Pages:   300
Publication Date:   22 March 2023
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.
Language:   English

Table of Contents

 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

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Author Information

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.

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