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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2017 The Author(s)
About this chapter
Cite this chapter
Kucuk, S.U. (2017). Introduction. In: Visualizing Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48027-5_1
Download citation
DOI: https://doi.org/10.1007/978-3-319-48027-5_1
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-48026-8
Online ISBN: 978-3-319-48027-5
eBook Packages: Business and ManagementBusiness and Management (R0)