Visualizing Marketing. From Abstract to Intuitive (en Inglés) - S. Umit Kucuk

This 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.