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Consumer marketing & advertising 2023 /

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"Consumer Marketing & Advertising 2023 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 p...

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Bibliographic Details
Main Authors: Miller, Richard K. (Richard Kendall), 1946- (Author), Washington, Kelli D. (Author)
Format: eBook
Language:English
Published: Miramar, Florida : Richard K. Miller & Associates, 2022.
Edition:Eighth edition.
Series:RKMA market research handbook series.
Subjects:
Marketing > United States.
Marketing > United States > 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. 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. In-Game Advertising
  • 16. Mobile Marketing
  • 17. Podcast Advertising
  • 18. Search
  • 19. Voice Search
  • 20. Social Media Marketing
  • 21. Digital Video Advertising
  • 22. Digital Place-Based Video Advertising
  • 23. Digital Audio Advertising
  • 24. Retail Media Networks
  • 25. Websites
  • PART IV. ANALYSES
  • 26. Artificial Intelligence in Marketing
  • 27. Branding
  • 28. Buy American Initiatives
  • 29. Buy Local Initiatives
  • 30. Cause Marketing
  • 31. Celebrity Endorsements
  • 32. Content Marketing
  • 33. Coupons
  • 34. Customer Analytics
  • 35. Customer Communications
  • 36. Customer Relationship Management
  • 37. Customer Retention
  • 38. Customer Service
  • 39. Data-Driven Marketing
  • 40. Direct Marketing
  • 41. Direct Selling
  • 42. Event & Experiential Marketing
  • 43. Generational Marketing
  • 44. Gender-Specific Marketing
  • 45. Green Marketing
  • 46. Hispanic Marketing
  • 47. In-Store Tracking
  • 48. Inclusive Marketing
  • 49. Influencer Marketing
  • 50. Local Marketing
  • 51. Location-Based Marketing
  • 52. Loyalty Programs
  • 53. Naming Rights
  • 54. Native Advertising
  • 55. Online Tracking
  • 56. Packaging
  • 57. Personalization
  • 58. Political Advertising
  • 59. Pricing
  • 60. Privacy Regulations
  • 61. Product Placement
  • 62. Programmatic Advertising
  • 63. Promotions
  • 64. Shopper [In-Store] Marketing
  • 65. Social Responsibility
  • 66. SMB Advertising & Marketing
  • 67. Sponsorships