Consumer marketing 2020-2021
"Consumer Marketing 2020-2021 focuses on the consumer marketplace from a marketer's perspective and assesses marketing activities by companies that sell products and services of all types to the consumer." -- Publisher.
| Main Author: | Miller, Richard K. 1946- |
|---|---|
| Other Authors: | Washington, Kelli D.,, Richard K. Miller & Associates, |
| Format: | eBook |
| Language: | English |
| Published: |
Miramar, FL :
Richard K. Miller & Associates,
[2020]
|
| Physical Description: |
1 online resource (313 pages). |
| Edition: | 6th Edition. |
| Series: |
RKMA market research handbook series.
|
| Subjects: |
| Summary: |
"Consumer Marketing 2020-2021 focuses on the consumer marketplace from a marketer's perspective and assesses marketing activities by companies that sell products and services of all types to the consumer." -- Publisher. |
|---|---|
| Item Description: |
Includes bibliographical references (pages 304-313). 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. Voice Search -- 20. Social Media Marketing -- 21. Digital Video Advertising -- 22. Digital Place-Based Video Advertising -- 23. Digital Audio Advertising -- 24. Website Strategy. PART IV. MARKETING FOCUS -- 25. Generational Marketing -- 26. Gender-Specific Marketing -- 27. Hispanic Marketing. PART V. ANALYSES -- 28. Artificial Intelligence In Marketing -- 29. Branding -- 30. Buy American Initiatives -- 31. Buy Local Initiatives -- 32. Cause Marketing -- 33. Celebrity Endorsements -- 34. Content Marketing -- 35. Coupons -- 36. Customer Analytics -- 37. Customer Communications -- 38. Customer Relationship Management -- 39. Customer Retention -- 40. Customer Service -- 41. Data-Driven Marketing -- 42. Direct Marketing -- 43. Direct Selling -- 44. Engagement -- 45. Event & Experiential Marketing -- 46. Green Marketing -- 47. In-Store Tracking -- 48. Influencer Marketing -- 49. Local Marketing -- 50. Location-Based Marketing -- 51. Loyalty Programs -- 52. Naming Rights -- 53. Native Advertising -- 54. Online Tracking -- 55. Personalization -- 56. Pricing -- 57. Programmatic Advertising -- 58. Promotions -- 59. Psychographic Segmentation -- 60. Shopper [In-Store] Marketing -- 61. Small- And Medium-Sized Business Advertising & Marketing -- 62. Sponsorships -- 63. Shopping Experience - In-Store -- 64. Shopping Experience - Online -- 65. Shopping Experience - Omnichannel. Appendix A. Academic Centers -- Appendix B. Analysts -- Appendix C. Associations -- Appendix D. Marketing Blogs -- Appendix E. Marketing Technology Vendors -- Appendix F. Online Resources -- Appendix G. Periodicals. "Consumer Marketing 2020-2021 focuses on the consumer marketplace from a marketer's perspective and assesses marketing activities by companies that sell products and services of all types to the consumer." -- Publisher. |
| Physical Description: |
1 online resource (313 pages). |
| Bibliography: |
Includes bibliographical references (pages 304-313). |
| ISBN: |
9781577832775 1577832779 |
| ISSN: |
2472-4920. |