Visualizing marketing : from abstract to intuitive
著者
書誌事項
Visualizing marketing : from abstract to intuitive
（Palgrave pivot）
Palgrave Macmillan, c2017
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss the 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 and concrete and hands-on knowledge tools to students, scholars, and practitioners. Furthermore, the recent rising importance and popularity of 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. Thus, the book provides collection of such marketing visualization examples that can help marketing scholars and students to make sense of marketing concepts and their data, so that they can develop clearer and winning marketing strategies.
目次
Visualizing Marketing
Chapter Abstracts
Introduction:
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 classroom caused by the abstract nature of marketing and consumer behavior theories.
Keywords: Marketing, Big Data, Visualization of Data, Marketing Education
Chapter-1: Marketing and Marketing Mix
This chapter discusses the definition of marketing as a social science field and the role marketing mix elements role in a successful business. Marketing's functions and its place in terms of social and normative science point of views are discussed. Each individual marketing mix element's role is discussed from a social and normative science and art.
Keywords: Marketing, Marketing Mix, Product, Price, Place, Promotion
Chapter-2: Visualization of Product
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.
Keywords: Product Launch, Penetration, Product Life Cycle, Product Diffusion and Adaptation, Segmentation and Services.
Chapter-3: Visualization of Promotion
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 a successful marketing communication strategies are also investigated with visuals in order to reach high level effectiveness in markets.
Keywords: Advertising, Sales Promotion, Interactive Marketing, Repetition, Public Relations, Personal Selling, Promotion Mix.
Chapter-4: Visualization of Place
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 situation 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.
Keywords: Product Availability, Out-of-Stock, Distribution Elasticity, Inventory Control, Bull-Whip Effects.
Chapter-5: Visualization of Price
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 views with related visuals developed in the theory.
Keywords: Market Pricing, Production Costs, Demand, Price Elasticity, Price Perception, Price Skimming, Penetration Pricing.
Chapter-6: Marketing Mix Modeling and Coordination
This chapter discusses the interaction and effectiveness of each marketing mix elements when they used together to generate marketing synergy effects in markets. The importance of coordinated usage of these marketing mix elements are discussed with fundamental marketing concepts with related visuals. Each mix elements role in each product life cycle stage, in each consumer decision making step and brand equity development efforts with related visual representations.
Keywords: Marketing Mix Coordination, Marketing Synergy, Marketing Effectiveness, Coordinated Marketing.
Chapter-7: The Transformation of Marketing Mix
This chapter focuses on the recent transformation in marketing value creation processes as a result of the digital revolution. The chapter first discusses the changes in traditional marketing (4Ps) with possible complementary e-marketing elements, and then introduces some new marketing value elements (4Cs). The chapter discusses each element of how these new marketing value creation elements work in the digital world, along with some managerial suggestions. Finally, the chapter provides a new discussion on how to utilize today's e-value drivers in the light of the transforming of our understanding of marketing in the digital age.
Keywords: 4C Elements, Connectivity, Content, Community, Commitment, Integrated e-marketing value
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