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Consumer marketing & advertising 2024 /

"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 & advertising 2024' categorizes consumer marketing tactics into 61 topics,...

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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, FL : Richard K. Miller & Associates (RKMA), [2023]
Edition:9th edition.
Series:RKMA market research ebook series.
Consumer marketing & advertising ; 9th edition (2024)
Subjects:
Marketing > United States > Statistics.
Marketing > United States > Handbooks, manuals, etc.
Advertising > United States > Statistics.
Advertising > United States > Handbooks, manuals, etc.
Marketing > États-Unis > Statistiques.
Marketing > États-Unis > Guides, manuels, etc.
Marketing
United States
handbooks.
Statistics
Handbooks and manuals.
Statistics.
Guides et manuels.
Statistiques.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary:"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 & advertising 2024' categorizes consumer marketing tactics into 61 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. Select topics include behavioral targeting, big data, branding, buy American initiatives, cause marketing, celebrity endorsements, consumer segmentation, consumer tracking, content marketing, customer engagement, customer relationship management, green marketing, lead generation, loyalty programs, market research, out-of-home advertising, place-based video advertising, sampling, shopper (in-store) marketing, sponsorships, sports marketing, and word-of-mouth. Over 1,200 website links--directly embedded into the electronic edition--will direct you to additional market research and other resources."--
Item Description:"Published in July 2023"--2024 ebook package announcement, RKMA website, viewed on August 11, 2023.
Physical Description:1 online resource (266 pages).
Format:Mode of access: World Wide Web.
Bibliography:Includes bibliographical references (pages 260-266).
ISBN:9781577833307
1577833309