http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
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. The Shopping Experience - In-Store -- 64. The Shopping Experience - Online -- 65. The 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.
by Richard K. Miller and Kelli Washington.
Includes bibliographical references (pages 304-313).