Visualizing marketing : from abstract to intuitive /: from abstract to intuitive. (2023)

• Record Type: Book
• Other Titles: Visualizing Marketing
• Further Information: Note: S. Umit Kucuk.
• Authors: Küçük, S. Ümit
• 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.
• Edition: Second edition
• Publisher Details: Basingstoke : Palgrave Macmillan
• Publication Date: 2023
• Extent: 1 online resource (273 pages), illustrations (black and white)
• Subjects: 658.80028566; Marketing -- Data processing; Computer graphics; Visual analytics; Information visualization
• Languages: English
• ISBNs: 9783031182150
• Related ISBNs: 9783031182143
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.