Consumer marketing 2020-2021 /

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, [2020]
Edition:	6th Edition.
Series:	RKMA market research handbook series.
Subjects:	Marketing > United States. Marketing > United States > Statistics. Statistics. Handbooks and manuals. 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. 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.