http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
"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
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
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
by Richard K. Miller and Kelli Washington.