001461648 000__ 07472cam\a22006737a\4500
001461648 001__ 1461648
001461648 003__ OCoLC
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001461648 008__ 230325s2023\\\\sz\a\\\\o\\\\\001\0\eng\d
001461648 019__ $$a1373931242
001461648 020__ $$a3031182154
001461648 020__ $$a9783031182150$$q(electronic bk.)
001461648 020__ $$z3031182146
001461648 020__ $$z9783031182143
001461648 0247_ $$a10.1007/978-3-031-18215-0$$2doi
001461648 035__ $$aSP(OCoLC)1373985250
001461648 040__ $$aEBLCP$$beng$$cEBLCP$$dGW5XE$$dYDX$$dN$T$$dOCLCF
001461648 049__ $$aISEA
001461648 050_4 $$aHF5415.125
001461648 08204 $$a658.800285/66$$223/eng/20230329
001461648 1001_ $$aKüçük, S. Ümit,$$eauthor.
001461648 24510 $$aVisualizing marketing:$$bfrom abstract to intuitive /$$cS. Umit Kucuk.
001461648 250__ $$a2nd ed.
001461648 260__ $$aCham, Switzerland :$$bPalgrave Macmillan,$$c2023.
001461648 300__ $$a1 online resource (xv, 300 pages) :$$billustrations (black and white, and colour).
001461648 4901_ $$aPalgrave studies in marketing, organizations and society,$$x2661-8621
001461648 500__ $$aIncludes index.
001461648 500__ $$aCompetition and 4Cs
001461648 5050_ $$aIntro -- Contents -- List of Figures -- List of Tables -- 1 Introduction -- Part I Traditional Marketing Visualizations -- 2 Marketing and Marketing Mix -- What Is Marketing? -- Is Marketing Art or Science? -- Conclusion -- Notes -- References -- 3 Product -- New Product Development -- Product Launch -- Product Diffusion -- Product Development -- Product Life Cycle (PLC) -- Product Life Extension -- Product Segmentation -- Services -- Conclusion -- Notes -- References -- 4 Price -- Demand-based Pricing -- Price Elasticity -- Cost-based Pricing -- Break-even Analysis for Pricing
001461648 5058_ $$aPerception-based Pricing -- Conclusion -- Notes -- References -- 5 Place -- Benefits of Distribution -- Distribution Elasticity -- Inventory Control -- Out-of-Stock (OOS) Situation -- Conclusion -- References -- 6 Promotion -- Advertising -- Advertising Effectiveness and Wear-Out -- Advertising Believability -- Sales Promotion -- Personal Selling -- Public Relations -- Coordination of Promotion Mix Elements -- Push and Pull Strategies -- Conclusion -- Notes -- References -- 7 Marketing Mix Modeling and Coordination -- Product Life Cycle and Marketing Mix
001461648 5058_ $$aConsumer Decision-Making and Marketing Mix -- AIDA and Marketing Mix -- Branding and Marketing Mix -- Competitiveness and Marketing Mix -- Market Share and Marketing Mix -- Conclusion -- Notes -- References -- Part II Digital Marketing Visualizations -- 8 Digital Marketing and Digital Marketing Mix -- Definition of Digital Marketing -- Hierarchy of Consumer Digital Needs -- The Interaction of 4Ps and 4Cs -- Transformation with Digital Marketing -- Connectivity -- Content -- Community -- Commitment -- Conclusion -- Notes -- References -- 9 Connectivity -- Addressability -- Email Marketing
001461648 5058_ $$aDetermining Factors of Successful Email Marketing -- Permission -- Content -- Filtering -- Findability -- Domain Name Branding -- Domain Name Relevance -- Memorability -- Search Engine Marketing -- Conclusion -- Notes -- References -- 10 Content -- Content Marketing and Likeability -- Content Mix -- Written Content -- Audio Content -- Visual Content -- Video Content -- Content Mix Management -- Personalization -- User-Generated Content (UGC) -- Content Complexity -- Conclusion -- Notes -- References -- 11 Community -- What Is Online Community? -- The Function of Online Community
001461648 5058_ $$aOnline Community Detection -- Shareability -- e-WOM and Viral Marketing -- Conclusion -- Notes -- References -- 12 Commitment -- Defining Commitment and Credibility -- Trust -- Trust in Company -- Trust in Website -- Trust in Other Consumers/Sources -- Commitment -- Affective vs Continuance Digital Commitment -- Conclusion -- Notes -- References -- 13 Digital Marketing Mix Modeling and Coordination -- Product Life Cycle (PLC) and 4Cs -- Consumer Decision-Making Process and 4Cs -- Attention-Interest-Desire-Action (AIDA) and 4Cs -- Commitment Curve and 4Cs -- Consumer-based Brand Building and 4Cs
001461648 506__ $$aAccess limited to authorized users.
001461648 520__ $$aThis 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 todays 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.
001461648 588__ $$aDescription based on print version record.
001461648 650_0 $$aMarketing$$xData processing.
001461648 650_0 $$aComputer graphics.
001461648 650_0 $$aVisual analytics.
001461648 650_0 $$aInformation visualization.
001461648 655_0 $$aElectronic books.
001461648 77608 $$iPrint version:$$aKucuk, S. Umit$$tVisualizing Marketing$$dCham : Springer International Publishing AG,c2023$$z9783031182143
001461648 830_0 $$aPalgrave studies in marketing, organizations and society$$x2661-8621
001461648 852__ $$bebk
001461648 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-031-18215-0$$zOnline Access$$91397441.1
001461648 909CO $$ooai:library.usi.edu:1461648$$pGLOBAL_SET
001461648 980__ $$aBIB
001461648 980__ $$aEBOOK
001461648 982__ $$aEbook
001461648 983__ $$aOnline
001461648 994__ $$a92$$bISE