Consumer marketing 2016-2017 /

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, ea...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Miller, Richard K. (Richard Kendall), 1946- (Autor), Washington, Kelli D. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Loganville, GA : Richard K. Miller & Associates, [2016]
Edición:4th edition.
Colección:RKMA market research handbook series.
Temas:
Marketing > United States.
Marketing > United States > Statistics.
Marketing > États-Unis.
Marketing > États-Unis > Statistiques.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
BUSINESS & ECONOMICS > Commerce.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Sales & Selling > General.
Marketing.
United States.
Statistics.
Statistiques.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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
  • 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
  • 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.

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