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Published in:

2023 | OriginalPaper | Chapter

1. Introduction

Author : S. Umit Kucuk

Published in: Visualizing Marketing

Publisher: Springer International Publishing

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Abstract

I introduce and justify the need to discuss all the marketing and its mix elements in a more visual way. I introduce the idea of “visualizing marketing data” and “marketing concepts” which has potential power to eliminate many obstacles marketing educators face daily in the classroom caused by the abstract nature of marketing and consumer behavior theories.

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