The Implications of Visualization of Information on Marketing Management

This paper focuses on the current issues of interpretation of information. The importance of this issue arises mainly from the today's availability of data, which is connected mainly with the expansion of the Internet. In particular, it highlights the practical implications of visualization of information, the benefits and possibilities for a better interpretation of presented data and the dependence of interpretation of the sense of information on its presentation (ie. the principles of interpretation of visual content). In this context, it also points out the necessity to take into account the important role of individual knowledge and its development, as well as (critical system) thinking. Theoretical findings are practically applied to marketing management, where are information and communication technologies (ICT) increasingly more used. In this context offers this text also the broader connections and the paper deals with the phenomena of so-called information or knowledge society. The paper combines narrative with arguments and analysis/synthesis. Interpretation is based on a rigorous theoretical framework. With a respect to the trans-disciplinarity of this theme, this post derives from the theory of information, system sciences, cognitive science and modern approaches in marketing (eg. internet marketing) and management (information and knowledge management). The paper tries to present the critical reflection with an emphasis on understanding the mutual relations between the studied phenomena and processes. The authors of this post try to point out the unusual perspectives of the phenomenon of the visualization of information. In practice, the widespread view is under the influence of such phenomena as the instrumentalization and commodification of education or orientation led by phoney economic interests. This view leads to the use of available tools and formalized procedures without a deeper understanding which enable the effective interconnection (and reasoning in context). This results in a loss of a synergistic effect and consequently in untapped potential. In the worst case are the results the inefficiency of resources, poor decisions or the utter failure of management. Presented benefits of visualization of information and recommendations, given the importance of human knowledge in the investigated phenomena, are oriented to the areas of education, specifically to the education of informatics (due to the massive application of modern ICT in this area). Other recommendations are directed primarily to the field of marketing (marketing management).