| Description |
1 online resource (412 pages) |
| Series |
RKMA market research handbook series, 2472-4920 |
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RKMA market research handbook series. 2472-4939
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| 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. Place-Based Video Advertising -- 11. Radio Advertising -- 12. Television Advertising -- 13. Top Advertisers -- 14. Top Advertising Agencies -- PART III. DIGITAL MARKETING -- 15. Digital Advertising -- 16. Email -- 17. Mobile Marketing -- 18. Search -- 19. Social Media Marketing -- 20. Video -- 21. Website Strategy |
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PART IV. ANALYSES -- 22. Analytics -- 23. Big Data -- 24. Branding -- 25. Buy American Initiatives -- 26. Cause Marketing -- 27. Celebrity Endorsements -- 28. Content Marketing -- 29. Coupons -- 30. Crowdsourcing -- 31. Customer Communications -- 32. Customer Relationship Management -- 33. Customer Retention -- 34. Customer Service -- 35. Data-Driven Marketing -- 36. Direct Marketing -- 37. Direct Selling -- 38. Engagement -- 39. Entertainment Marketing -- 40. Event & Experiential Marketing -- 41. Gamification -- 42. Green Marketing -- 43. Hispanic- & Latino-American Marketing -- 44. Local Marketing -- 45. Loyalty Programs -- 46. Naming Rights -- 47. Personalization -- 48. Pricing -- 49. Promotions -- 50. Sampling -- 51. Shopper [In-Store] Marketing -- 52. Small- and Medium-Sized Business Advertising & Marketing -- 53. Sponsorships -- 54. The Shopping Experience: In-Store -- 55. The Shopping Experience: Online -- 56. Word-of-Mouth |
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PART V. PSYCHOGRAPHIC SEGMENTATION -- 57. Community-Based Segmentation -- 58. Customer Personality-Based Segmentation -- 59. Economic-Based Segmentation -- 60. Household-Based Segmentation -- 61. Lifestyle-Based Segmentation -- 62. Millennial Segmentation -- 63. Socioeconomic Segmentation -- -- PART VI. CONSUMER TRACKING -- 64. Customer Analytics -- 65. Online Behavioral Targeting -- 66. Sharing Information On Social Media -- 67. Mobile Tracking -- 68. In-Store Tracking -- 69. Cross-Channel Tracking -- -- Appendix A. Academic Centers -- Appendix B. Academic: MBA Marketing Programs -- Appendix C. Academic: Ph. D./DBA Marketing Programs -- Appendix D. Analysts -- Appendix E. Associations -- Appendix F. Marketing Blogs -- Appendix G. Online Resources -- Appendix H. Periodicals -- Appendix I. Services For Research & Strategy |
| Summary |
Consumer Marketing 2016-2017 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 2016-2017 categorizes consumer marketing tactics into 52 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, crowdsourcing, customer engagement, customer relationship management, gamification, 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. Consumer Marketing 2016-2017 is designed to be a strategic business planning resource for marketing executives in all consumer business segments. Consumer Marketing 2016-2017 is also an essential reference for academic libraries that support business management and marketing curricula |
| Bibliography |
Includes bibliographical references (pages 402-412) |
| Notes |
Online resource; title from PDF title page (RKMA, viewed June 9, 2017) |
| Subject |
Marketing -- United States
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Marketing -- United States -- Statistics
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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BUSINESS & ECONOMICS -- Commerce.
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BUSINESS & ECONOMICS -- Marketing -- General.
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BUSINESS & ECONOMICS -- Sales & Selling -- General.
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Marketing
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United States
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| Genre/Form |
Statistics
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Statistics.
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Statistiques.
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| Form |
Electronic book
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| Author |
Washington, Kelli D., author
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Richard K. Miller & Associates, issuing body, publisher.
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| ISBN |
9781577832317 |
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1577832310 |
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