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007			cr nn 008mamaa
008			230321s2023 sz | o |||| 0|eng d
020			_a9783031182150
024	7		_a10.1007/978-3-031-18215-0 _2doi
040			_aES-VaUEC _bspa _cES-VaUEC _dES-VaUE
050		4	_aHF5415.1265 _b2024 EB
100	1	0	_aKüçük, S. Ümit _eautor _4http://id.loc.gov/vocabulary/relators/aut _9518756
245	1	0	_aVisualizing Marketing : _bFrom Abstract to Intuitive _cby S Umit Kucuk
250			_a2nd ed 2023
264		1	_aCham _c2023 _bSpringer International Publishing
300	0	0	_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
490	0		_aPalgrave Studies in Marketing, Organizations and Society _x2661-8621
505	0		_a1. Marketing and Marketing Mix -- 2. Visualization of Product -- 3. Visualization of Price -- 4. Visualization of Place -- 5. Visualization of Promotion -- 6. Marketing Mix Modeling -- 7. The Transformation of Marketing Mix. .
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 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. 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.
988			_aSpringer_Business_2023
650		7	_2embne _96518 _aMarketing
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-031-18215-0 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
998			_b06/2024 _db _ej _zSI