Visualizing Marketing: From Abstract to Intuitive

This book focuses on marketing graphics, figures, and visual artifacts to explain and discuss marketing concepts visually, providing a foundation for digital marketing and offering an alternative way to discuss and explain marketing concepts.

Format: Hardback
Length: 300 pages
Publication date: 22 March 2023
Publisher: Springer International Publishing AG

This comprehensive book delves into the realm of marketing graphics, figures, and visual artifacts, serving as a powerful tool for explaining and discussing marketing concepts visually. By leveraging these visual elements, it opens the door to insightful predictions about the future evolution of marketing concepts. Marketing concepts, by their nature, can be abstract, making it crucial to employ approaches that offer a clear and comprehensive understanding. This book provides students, scholars, and practitioners with concrete and hands-on knowledge tools, empowering them to grasp these abstract ideas effectively.

In the ever-evolving landscape of marketing, the recent rise in the importance and popularity of digital marketing tools and metrics has made visualization of critical marketing phenomena a reality. The ability to represent and concretize marketing data is more vital than ever, as the sheer volume of available information demands visual representation. While the first edition of this book primarily focused on traditional marketing elements, such as the 4Ps or marketing mix elements, the second edition introduces a new section dedicated to digital marketing. Here, the 4Cs, namely connectivity, content, community, and commitment, are introduced as key components of digital marketing.

By incorporating these 4Cs, the second edition of this book offers a broader perspective on marketing concepts. It not only encompasses the traditional aspects but also delves into the dynamic world of digital marketing, providing a fresh conceptualization of the value creation tools used in this field. As a result, this book establishes a new foundation for digital marketing and presents an alternative way of discussing and explaining marketing concepts, both old and new, through visual representations.

In conclusion, this book is a valuable resource for anyone seeking to enhance their understanding of marketing concepts through visual means. By leveraging graphics, figures, and visual artifacts, it provides a clear and concise way of explaining complex ideas, enabling students, scholars, and practitioners to grasp these concepts more effectively. With its focus on digital marketing and the introduction of the 4Cs, it offers a forward-thinking approach to marketing, paving the way
way for future predictions and advancements in this dynamic field.

Weight: 539g
Dimension: 210 x 148 (mm)
ISBN-13: 9783031182143
Edition number: 2nd ed. 2023