Cover Image

Consumer marketing 2018-2019 /

Bibliographic Details
Main Authors: Miller, Richard K. (Richard Kendall), 1946- (Author), Washington, Kelli D. (Author)
Format: eBook
Language:English
Published: Miramar, FL : Richard K. Miller & Associates, [2017]
Edition:5th Edition.
Series:RKMA market research handbook series.
Subjects:
Marketing > United States.
Marketing > United States > Statistics.
Statistics.
Electronic books.
Online Access:Connect to the full text of this electronic book
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. 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
  • 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.