rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Consumer marketing 2022
  name:
    name part: Miller, Richard K. (Richard Kendall)
    name part: 1946-
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Washington, Kelli D.
    role:
      role term: author.
  name:
    name part: Richard K. Miller & Associates
    role:
      role term: issuing body,
    role:
      role term: publisher.
  type of resource: text
  genre: bibliography
  genre: Electronic books.
  origin info:
    place:
      place term: flu
    date issued: 2021
    edition: Seventh edition.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource (315 pages).
  abstract: "Consumer Marketing 2022 assesses leading approaches for marketing to consumers - from media advertising to social media marketing, from direct mail to email, and from customer service to experiential marketing. Consumer marketing tactics arecategorized into 60 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. Over 1,200 embedded website links will direct you to raw data, additional market research, and other resources." -- Publisher
  table of contents: PART I: OVERVIEW -- 1. Consumer Marketing -- 2. Market Research -- 3. B2C Marketing BenchmarksPART II: ADVERTISING -- 4. Advertising Spending -- 5. In-Cinema Advertising -- 6. Magazine Advertising -- 7. Newspaper Advertising -- 8. Out-of-Home Advertising -- 9. Radio Advertising -- 10. Television Advertising -- 11. Top Advertisers -- 12. Top Advertising Agencies -- PART III: DIGITAL MARKETING -- 13. Digital Advertising -- 14. Email -- 15. Mobile Marketing -- 16. Podcast Advertising -- 17. Search -- 18. Voice Search -- 19. Social Media Marketing -- 20. Digital Video Advertising -- 21. Digital Place-Based Video Advertising -- 22. Digital Audio Advertising -- 23. Website Strategy
  table of contents: PART IV: ANALYSES -- 24. Artificial Intelligence in Marketing -- 25. Branding -- 26. Buy American Initiatives -- 27. Buy Local Initiatives -- 28. Cause Marketing -- 29. Celebrity Endorsements -- 30. Content Marketing -- 31. Coupons -- 32. Customer Analytics -- 33. Customer Communications -- 34. Customer Relationship Management -- 35. Customer Retention -- 36. Customer Service -- 37. Data-Driven Marketing -- 38. Direct Marketing -- 39. Direct Selling -- 40. Engagement -- 41. Event and Experiential Marketing -- 42. Generational Marketing -- 43. Gender-specific Marketing -- 44. Green Marketing -- 45. Hispanic Marketing -- 46. In-Store Tracking -- 47. Inclusive Marketing -- 48. Influencer Marketing -- 49. Local Marketing -- 50. Location-Based Marketing -- 51. Loyalty Programs -- 52. Naming Rights -- 53. Native Advertising -- 54. Online Tracking -- 55. Packaging -- 56. Personalization -- 57. Political Advertising -- 58. Pricing -- 59. Privacy Issues -- 60. Product Placement -- 61. Programmatic Advertising -- 62. Promotions -- 63. Psychographic Segmentation -- 64. Shopper [In-Store] Marketing -- 65. Social Responsibility -- 66. SMB Advertising and Marketing -- 67. Sponsorships
  note: by Richard K. Miller and Kelli Washington.
  note: Electronic resource.
  note: Mode of access: World Wide Web.
  note: Includes bibliographical references.
  subject:
    geographic code: n-us---
  subject:
    topic: Marketing
    geographic: United States
  subject:
    topic: Marketing
    geographic: United States
    genre: Statistics
  classification: HF5415.1 .M557 2021eb
  classification: 658.8
  related item:
    title info:
      title: RKMA market research handbook series
  identifier: 9781577833154
  identifier: http://www.rkma.com/TAMU/cmktg22
  record info:
    record creation date: 210616
    record change date: 20211018101745.0
    record identifier: in00004406485