Visualizing Marketing: From Abstract to Intuitive

Description

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. 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