Visualizing Marketing
From Abstract to Intuitive

Authors: S. Umit Kucuk



Casts new light on the evolution of visual marketing practices providing a working tool for winning marketing strategies

Identifies new approaches in marketing value creation processes for students, scholars, and practitioners

Explores the abstract nature of marketing concepts and enables readers to gain an overview of the importance of visualization in marketing data

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.

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