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Consumer marketing 2018-2019 / by Richard K. Miller and Kelli Washington

Author
Miller, Richard K. (Richard Kendall), 1946-
Published
Miramar, FL : Richard K. Miller & Associates, [2018]
Copyright Date
©2018
Edition
5th edition.
Physical Description
1 online resource (382 pages).
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. 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, and 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.
Summary
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 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. Select topics include behavioral targeting, big data, branding, buy American initiatives, cause marketing, celebrity endorsements, consumer segmentation, consumer tracking, content marketing, customer engagement, customer relationship management, green marketing, lead generation, loyalty programs, market research, out-of-home advertising, place-based video advertising, sampling, shopper (in-store) marketing, sponsorships, sports marketing, and word-of-mouth. Over 1,200 website links directly embedded into the electronic edition will direct you to additional market research and other resources. Consumer Marketing 2018-2019 is designed to be a strategic business planning resource for marketing executives in all consumer business segments. It is an essential reference for academic libraries that support business management and marketing curricula.
Subject(s)
Genre(s)
ISBN
9781577832560 (electronic bk.)
1577832566 (electronic bk.)
9781577832492 (print bk.)
1577832493 (print bk.)
Bibliography Note
Includes bibliographical references (pages 374-382).
View MARC record | catkey: 43199849