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: |
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.
- 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.