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.
Author(s): S. Umit Kucuk
Series: Palgrave Studies in Marketing, Organizations and Society
Edition: 2
Publisher: Palgrave Macmillan
Year: 2023
Language: English
Pages: 305
City: Cham
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
Perception-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
Consumer 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
Determining 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
Online 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
Competition and 4Cs
Conclusion
Notes
References
Index
