Consumer marketing 2014-2015 /
Consumer Marketing 2014-2015 categorizes 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 exam...
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| Format: | eBook |
| Language: | English |
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Loganville, GA :
Richard K. Miller & Associates,
[2014]
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| Edition: | 3rd ed. |
| Series: | RKMA market research handbook series.
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| Online Access: | Connect to the full text of this electronic book |
| Summary: | Consumer Marketing 2014-2015 categorizes 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, crowdsourcing, customer engagement, customer relationship management, gamification, 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 -- |
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| Item Description: | Electronic resource. |
| Physical Description: | 1 online resource (405 pages) |
| Bibliography: | Includes bibliographical references (pages 388-405). |
| ISBN: | 9781577831952 1577831950 |