Consumer marketing 2018-2019 /

Consumer Marketing 2018-2019 assesses leading approaches for marketing to consumers from media advertising to social media marketing, from direct mail to email, and from customer service to experiential marketing. Categorizing consumer marketing tactics into 52 topics, each presented in a separate c...

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Bibliographic Details
Main Authors: Miller, Richard K. (Richard Kendall), 1946- (Author), Washington, Kelli D. (Author)
Format: Book
Language:English
Published: Miramar, FL : Richard K. Miller & Associates, [2018]
Edition:5th edition.
Series:RKMA market research handbook series.
Subjects:
Table of Contents:
  • PART I. OVERVIEW
  • 1. Consumer Marketing
  • 2. Market Research
  • 3. B2C Marketing Benchmarks
  • PART II. ADVERTISING
  • 4. Advertising Spending
  • 5. Consumer Response to Advertising
  • 6. In-Cinema Advertising
  • 7. Magazine Advertising
  • 8. Newspaper Advertising
  • 9. Out-of-Home Advertising.
  • 10. Radio Advertising
  • 11. Television Advertising
  • 12. Top Advertisers
  • 13. Top Advertising Agencies
  • PART III. DIGITAL MARKETING
  • 14. Digital Advertising
  • 15. Consumer Response to Digital Ads
  • 16. Email
  • 17. Mobile Marketing
  • 18. Search
  • 19. Social Media Marketing
  • 20. Video Advertising
  • 21. Digital Place-Based Video Advertising
  • 22. Virtual & Augmented Reality
  • 23. Website Strategy
  • PART IV. MARKETING FOCUS
  • 24. Generational Marketing
  • 25. Gender-Specific Marketing
  • 26. Hispanic Marketing
  • PART V. ANALYSES
  • 27. Analytics
  • 28. Big Data
  • 29. Branding
  • 30. Buy American Initiatives
  • 31. Buy Local Initiatives
  • 32. Cause Marketing
  • 33. Celebrity Endorsements
  • 34. Content Marketing
  • 35. Coupons
  • 36. Customer Communications
  • 37. Customer Relationship Management
  • 38. Customer Retention
  • 39. Customer Service
  • 40. Data-Driven Marketing
  • 41. Direct Marketing
  • 42. Direct Selling
  • 43. Engagement
  • 44. Event & Experiential Marketing
  • 45. Green Marketing
  • 46. Influencer Marketing
  • 47. Local Marketing
  • 48. Loyalty Programs
  • 49. Naming Rights
  • 50. Native Advertising
  • 51. Personalization
  • 52. Pricing
  • 53. Programmatic Advertising
  • 54. Promotions
  • 55. Psychographic Segmentation
  • 56. Shopper [In-Store] Marketing
  • 57. Small- and Medium-Sized Business Advertising & Marketing
  • 58. Sponsorships
  • 59. The Shopping Experience: In-Store
  • 60. The Shopping Experience: Online
  • 61. Word-of-Mouth
  • PART VI. CONSUMER TRACKING
  • 62. Customer Analytics
  • 63. Online Tracking
  • 64. Sharing Information On Social Media
  • 65. Mobile Tracking
  • 66. In-Store Tracking
  • 67. Cross-Channel Tracking
  • Appendix A. Academic Centers
  • Appendix B. Analysts
  • Appendix C. Associations
  • Appendix D. Content Marketing Agencies
  • Appendix E. Marketing Blogs
  • Appendix F. Online Resources
  • Appendix G. Periodicals
  • Appendix H. Services For Research & Strategy.