TOC: Visualizing Mar


Visualizing Marketing: From Abstract to Intuitive, Book by S. Umit Kucuk

– Introduction

– Marketing and Marketing Mix

– Visualization of PRODUCT

    New Product Development
    Product Launch
    Product Diffusion
    Product Life Cycle
    Product Line Extension
    Product Segmentation

– Visualization of PRICE

    Demand-Based Pricing
    Cost-Based Pricing
    Perception-Based Pricing

– Visualization of PLACE

    Distribution Elasticity
    Inventory Control

– Visualization of PROMOTION

    Sales Promotion
    Personal Selling and Direct/Interactive Marketing
    Coordination of Promotion Mix Elements
    Push-Pull Strategies

– Marketing Mix Modeling

– The Transformation

    Complementing the Old with the New
    Complementary E-Value Elements for PRODUCT
    Complementary E-Value Elements for PRICE
    Complementary E-Value Elements for PLACE
    Complementary E-Value Elements for PROMOTION
    New is not Always Good


Integrating E-Marketing Value Creation

have always found myself drawing graphics or ?gures on the board to provide practical examples for my students. The reason, in fact, is that marketing is more of a social than a normative science. The recent trend towards developing marketing metrics to ?nd causes and effects is a powerful indicator of these attempts to create concise and concrete information. My own solution is to put abstract issues that can become boring and dry into a graphical or visual form so that everybody in the classroom can follow and enjoy the discussion step by step. In fact, I have sometimes found myself using a single graph to explain all manner of concepts related to marketing, enabling me effectively to discuss many integrated and connected abstract subjects all at the same time. This strategy has provoked positive and interested responses from my students, with everybody enjoying discussing abstract marketing concepts in a more concrete and visualized format. The most successful aspect is that many students were able to see the big picture clearly and make the connections between the concepts and other related subjects from disciplines such as economics, psychology, statistics, and econometrics, leading to an increase in the quality of teaching and learning. Thus, I have collected all the visuals in my book to share my approach with my students and my colleagues. Hope you enjoy it!