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2023 | Buch

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Visualizing Marketing

From Abstract to Intuitive

verfasst von: S. Umit Kucuk

Verlag: Springer International Publishing

Buchreihe : Palgrave Studies in Marketing, Organizations and Society

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Introduction

Abstract

I introduce and justify the need to discuss all the marketing and its mix elements in a more visual way. I introduce the idea of “visualizing marketing data” and “marketing concepts” which has potential power to eliminate many obstacles marketing educators face daily in the classroom caused by the abstract nature of marketing and consumer behavior theories.

S. Umit Kucuk

Traditional Marketing Visualizations

Frontmatter

Chapter 2. Marketing and Marketing Mix

Abstract

This chapter discusses the definition of marketing as a social science field and the marketing mix elements’ role in a successful business. Marketing’s functions and its place in terms of social and normative science point of view are discussed. Each individual marketing mix element’s role is discussed from social and normative science and art.

S. Umit Kucuk

Chapter 3. Product

Abstract

This chapter discusses the product as one of the most important marketing mix elements with the visual representations developed in the theory. Figures and graphs of new product development and product launching, product life cycle, product diffusion and adaptation models are presented and discussed in this chapter. A new perspective of product segmentation is discussed with newly developed visuals. Marketing services and its value elements are also argued with related graphs.

S. Umit Kucuk

Chapter 4. Price

Abstract

This chapter discusses pricing from demand-based pricing, cost-based pricing, and perception-based pricing perspectives with their visuals. Thus, pricing was discussed with demand-revenue curves and price-demand elasticity concepts from the classical economics perspectives. Break-even pricing and its elements are introduced. Many of the marketer-created perceptional pricing approaches and concepts such as value pricing, price lining price skimming, and price penetration strategies are discussed from consumer behavioral point of view with related visuals developed in the theory.

S. Umit Kucuk

Chapter 5. Place

Abstract

This chapter discusses the benefits and value of distribution or place in marketing planning. Product availability and market share relationship, the effects and costs of Out-of-Stock situations are discussed with related algorithms and visuals in this chapter. The concept of distribution elasticity and inventory control models are also discussed with graphs from the theory. Distribution-related brand awareness concepts and measures are investigated and pictured in light of the theoretical discussions.

S. Umit Kucuk

Chapter 6. Promotion

Abstract

This chapter introduces the visual representation of promotion and promotion mix elements. Specifically discusses advertising and advertising effectiveness, sales promotion and its effectiveness, lack of post-promotion dip, public relations, personal selling, and interactive marketing with developed figures and graphs in the theory. The comparison and coordination of such promotion mix elements for successful marketing communication strategies are also investigated with visuals in order to reach high-level effectiveness in markets.

S. Umit Kucuk

Chapter 7. Marketing Mix Modeling and Coordination

Abstract

This chapter discusses the interaction and effectiveness of each marketing mix element when they used together to generate marketing synergy effects in markets. The importance of coordinated usage of these marketing mix elements is discussed with fundamental marketing concepts with related visuals. Each mix element’s role in each product life cycle stage, in each consumer decision-making step and brand equity development efforts with related visual representations.

S. Umit Kucuk

Digital Marketing Visualizations

Frontmatter

Chapter 8. Digital Marketing and Digital Marketing Mix

Abstract

This chapter defines digital marketing and its new marketing mix elements. The new digital marketing value-creation elements, which are also conceptualized as Digital Marketing Mix elements or 4Cs, are proposed as connectivity, content, community, and commitment. Weakness and strength of such digital marketing mix elements in relations to traditional marketing mix elements are also discussed. This new conceptualization provides solutions for a better-functioning marketing value-creation systems for the benefits of all market actors.

S. Umit Kucuk

Chapter 9. Connectivity

Abstract

Connectivity, as a new digital marketing mix element, is discussed as one of the most influential digital marketing mix elements. Addressability and findability features are defined and discussed with their relationship with connectivity through visiting email marketing, domain name branding, and search engine marketing applications in the literature. Managerial issues were also addressed for the successful implementation of such connectivity features to generate better marketing value for all market agents in the digital world.

S. Umit Kucuk

Chapter 10. Content

Abstract

Content and content marketing tools are discussed as important digital value-creation tools in today’s digital markets. New content mix management tools, such as personalization and user-generated content, as well as newly progressing content complexity problems are introduced and discussed in light of the current marketing and ecommerce literatures. Content’s “likeability” is defined as the main function of content marketing mentality. Managerial issues are also discussed stand in front of the most influential, engaging, and trustworthy digital content marketing applications possible for both consumers and companies.

S. Umit Kucuk

Chapter 11. Community

Abstract

Community, also defined as online consumer community or social network, is defined as another important digital marketing value-creation tool in today’s digital world. Online communities’ main value function is defined as “shareability” of market information and voice with other like-minded consumers and market agents. Newly developing community detection, social network marketing, e-WOM, and viral marketing concepts and tools are discussed in the light of current marketing and ecommerce literatures. Managerial issues were also addressed on how likeable content and market information could be generated within such digital communities and become viral in the digital world.

S. Umit Kucuk

Chapter 12. Commitment

Abstract

Commitment as a digital marketing mix element focuses on how to build a trustworthy and committed relationship with consumers in today’s less regulated digital platforms where fake and misleading information is shaping today’s consumer attitudes and beliefs. “Credibility” and “predictability” of such market relationships among market actors is necessary as the gap between physical and digital world is widening every day. Managerial issues are also addressed for better-functioning markets as mistrust and lack of commitment among market actors could not only hurt companies but also bring the markets to the unexpected.

S. Umit Kucuk

Chapter 13. Digital Marketing Mix Modeling and Coordination

Abstract

Although proposed new digital marketing mix elements can individually provide various forms of marketing value to companies and markets, their integrated and/or coordinated use of such elements could bring companies closer to their digital goals much sooner than expected. Thus, this chapter discusses each digital marketing mix element’s role when they are coordinated with other digital marketing mix elements to create potential marketing synergies in the digital markets. Coordinated use of such digital marketing mix elements’ role is all discussed with well-known marketing concepts and phenomena to create a stronger marketing impact in the digital world.

S. Umit Kucuk

Backmatter

Titel: Visualizing Marketing
verfasst von: S. Umit Kucuk
Verlag: Springer International Publishing
Electronic ISBN: 978-3-031-18215-0
Print ISBN: 978-3-031-18214-3
DOI: https://doi.org/10.1007/978-3-031-18215-0