Abstract The introduction considers the importance of discussing marketing as a whole and its mix of elements in a more visual way and introduces the idea of “visualizing” marketing data and marketing concepts. This can help eliminate some of the obstacles encountered by teachers of marketing owing to the abstract nature of marketing and consumer behavior theories.
Keywords Marketing • Big data • Visualization of data • Marketing education
For many teachers of marketing, helping students to grasp highly abstract marketing concepts can present something of a challenge. Many use simulation programs and/or marketing metrics in their courses to give students more hands-on, practical experience. The advent of the Internet, however, has made it easy to access and collect data about consumers and market players. This data-rich environment includes tools to develop graphs and figures which can provide more concrete generalizations and understanding of abstract marketing concepts. Although accessing and collecting “big data” is getting easier, many scholars and marketing practitioners find it difficult to know how to approach the enormous amount of data collected in digital spaces and make marketing sense of it. Visualizing and summarizing marketing data in a simple graphical format ultimately enables marketing scholars to make sense of it. Visualizing marketing data © The Author(s) 2017
S.U. Kucuk, Visualizing Marketing,
and marketing concepts can also eliminate many obstacles encountered by teachers of marketing owing to the abstract nature of marketing and consumer behavior theories. I have therefore made a collection of marketing graphics, figures and visual artifacts and analyzed ways in which they open the door to a more concrete marketing world in today’s data-rich environments.
I have always found myself drawing graphics or figures 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, even though nowadays, with the increasing availability of data, it is beginning to lean more in the direction of normative science. The recent trend towards developing marketing metrics to find 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.
This book presents graphics, figures and various visual illustrations that help us to understand the real meaning behind abstract marketing concepts. We begin by discussing what marketing is and the essential elements of the marketing mix known as the “4Ps”: product, price, place, and promotion. The elements are then explored one by one with designated graphics and figures in separate chapters. This is followed by a discussion of marketing-mix modeling, illustrating how marketing elements can be used together to create a marketing synergy. The book concludes with a look at how the Internet revolution has transformed the decades-old 4Ps marketing mix into the “4Cs” of digital markets. This final chapter, which can also be conceptualized as an “integrated e-value-creating process”, is based on my original article published by professional journal in the field.
This book seeks to provide a new way of looking at marketing!