Visualizing Marketing From Abstract to Intuitive
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. Marketi
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S. Umit Kucuk
Visualizing Marketing From Abstract to Intuitive
S. Umit Kucuk Edmonds, Washington, USA
ISBN 978-3-319-48026-8 DOI 10.1007/978-3-319-48027-5
ISBN 978-3-319-48027-5 (eBook)
Library of Congress Control Number: 2016956869 © The Editor(s) (if applicable) and The Author(s) 2017 This book was advertised with a copyright holder in the name of the publisher in error, whereas the author holds the copyright. This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Cover illustration: Cover pattern © Melisa Hasan Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
To Ayten and Halim
CONTENTS
1 Introduction
1
2 Marketing and Marketing Mix
3
3 Product
9
4 Price
29
5 Place
45
6 Promotion
59
7 Marketing-Mix Modeling
83
8 The Transformation
95
Index
123
vii
ABOUT THE AUTHOR
S. Umit Kucuk has taught various marketing, consumer behavior and statistics courses at the Univeristy of Washington, Seattle University, Central Washington University and Eastern Washington University, USA. His works appear in Antitrust Bulletin, International Journal of Retail & Distribution Management, International Review of Retail, Distribution & Consumer Research, Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of Direct Data and Digital Marketing Practice, Journal of Euro-Marketing, Journal of International Consumer Marketing, Journal of Research in Interactive Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory and Technovation. He is a winner of the 2010 Citation of Excellence award from Emerald Management Reviews. Some of his articles are also ranked in some of these journals’ most popular and most downloaded articles lists.
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CHAPTER 1
Introduc
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