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 & advertising 2023' categorizes consumer marketing tactics into 61 topics,...
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Main Authors: | , |
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Format: | Electronic eBook |
Language: | English |
Published: |
Miramar, FL :
Richard K. Miller & Associates,
[2022]
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Edition: | 8th edition. |
Series: | RKMA market research handbook series.
Consumer marketing & advertising ; 8th edition (2023) |
Subjects: | |
Online Access: | CONNECT |
Table of Contents:
- Part I. Overview: Consumer marketing ; Market research ; B2C marketing benchmarks
- Part II. Advertising: Top advertisers ; Top advertising agencies ; Advertising spending ; In-cinema advertising ; Magazine advertising ; Newspaper advertising ; Out-of-home advertising ; Radio advertising ; Television advertising
- Part III. Digital marketing: Digital advertising ; Email ; In-game advertising ; Mobile marketing ; Podcast advertising ; Search ; Voice search ; Social media marketing ; Digital video advertising ; Digital place-based video advertising ; Digital audio advertising ; Retail media networks ; Websites
- Part IV. Analyses: Artificial intelligence in marketing ; Branding ; Buy American initiatives ; Buy local initiatives ; Cause marketing ; Celebrity endorsements ; Content marketing ; Coupons ; Customer analytics ; Customer communications ; Customer relationship management ; Customer retention ; Customer service ; Data-driven marketing ; Direct marketing ; Direct selling ; Event & experiential marketing ; Generational marketing ; Gender-specific marketing ; Green marketing ; Hispanic marketing ; In-store tracking ; Inclusive marketing ; Influencer marketing ; Local marketing ; Location-based marketing ; Loyalty programs ; Naming rights ; Native advertising ; Online tracking ; Packaging ; Personalization ; Political advertising ; Pricing ; Privacy regulations ; Product placement ; Programmatic advertising ; Promotions ; Shopper (in-store) marketing ; Social responsibility ; Small- and medium-sized business advertising & marketing ; Sponsorships
- Appendix A. Academic centers
- Appendix B. Analysts
- Appendix C. Associations
- Appendix D. Marketing blogs
- Appendix E. Marketing technology vendors
- Appendix F. Online resources
- Appendix G. Periodicals.