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Consumer marketing & advertising 2024 / by Richard K. Miller and Kelli Washington

Author
Miller, Richard K. (Richard Kendall), 1946-
Additional Titles
Consumer marketing and advertising
Published
Miramar, Florida : Richard K. Miller & Associates, 2023.
Edition
Ninth edition.
Physical Description
1 online resource
Additional Creators
Washington, Kelli D. and Richard K. Miller & Associates
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Series
Contents
PART I. OVERVIEW -- 1. Consumer Marketing -- 2. Market Research -- 3. B2C Marketing Benchmarks -- PART II. ADVERTISING -- 4. Advertising Spending -- 5. In-Cinema Advertising -- 6. Magazine Advertising -- 7. Newspaper Advertising -- 8. Out-of-Home Advertising -- 9. Radio Advertising -- 10. Television Advertising -- 11. Top Advertisers -- 12. Top Advertising Agencies -- PART III. DIGITAL MARKETING -- 13. Digital Advertising -- 14. Email -- 15. In-Game Advertising -- 16. Mobile Marketing -- 17. Podcast Advertising -- 18. Search -- 19. Voice Search -- 20. Social Media Marketing -- 21. Digital Video Advertising -- 22. Digital Place-Based Video Advertising -- 23. Digital Audio Advertising -- 24. Retail Media Networks -- 25. Websites -- PART IV. ANALYSES -- 26. Artificial Intelligence in Marketing -- 27. Branding -- 28. Buy American Initiatives -- 29. Buy Local Initiatives -- 30. Cause Marketing -- 31. Celebrity Endorsements -- 32. Content Marketing -- 33. Coupons -- 34. Customer Analytics -- 35. Customer Communications -- 36. Customer Relationship Management -- 37. Customer Retention -- 38. Customer Service -- 39. Data-Driven Marketing -- 40. Direct Marketing -- 41. Direct Selling -- 42. Event & Experiential Marketing -- 43. Generational Marketing -- 44. Gender-Specific Marketing -- 45. Green Marketing -- 46. Hispanic Marketing -- 47. In-Store Tracking -- 48. Inclusive Marketing -- 49. Influencer Marketing -- 50. Local Marketing -- 51. Location-Based Marketing -- 52. Loyalty Programs -- 53. Naming Rights -- 54. Native Advertising -- 55. Online Tracking -- 56. Packaging -- 57. Personalization -- 58. Political Advertising -- 59. Pricing -- 60. Privacy Regulations -- 61. Product Placement -- 62. Programmatic Advertising -- 63. Promotions -- 64. Shopper [In-Store] Marketing -- 65. Social Responsibility -- 66. SMB Advertising & Marketing -- 67. Sponsorships
Summary
"Consumer Marketing & Advertising 2023 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. Consumer marketing tactics arecategorized into 60 topics, each presented in a separate chapter. Current market research and statistics, an analysis of effectiveness, surveys of marketers and consumers, and discussions of trends are presented for each. The handbook also examines overall marketing strategies including analytics for ROI, budget distribution, and prioritization. Over 1,200 embedded website links will direct you to raw data, additional market research, and other resources."--
Subject(s)
Genre(s)
ISBN
9781577833307 electronic edition
Digital File Characteristics
PDF
text file
Bibliography Note
Includes bibliographical references.
Technical Details
Mode of access: World Wide Web.
View MARC record | catkey: 41606891