Consumer marketing & advertising.

Consumer marketing & advertising. 2023 /

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"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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Bibliographic Details
Main Authors: Miller, Richard K. 1946- (Author), Washington, Kelli D. (Author)
Format: Electronic eBook
Language:English
Published: Miramar, FL : Richard K. Miller & Associates, [2022]
Edition:8th edition.
Series:RKMA market research handbook series.
Consumer marketing & advertising ; 8th edition (2023)
Subjects:
Marketing > United States > Statistics.
Marketing > United States > Handbooks, manuals, etc.
Advertising > United States > Statistics.
Advertising > United States > Handbooks, manuals, etc.
handbooks.
Handbooks and manuals
Statistics
Statistics.
Handbooks and manuals.
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.

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