Consumer marketing & advertising 2025 by Richard K. Miller and Kelli Washington

Format:

Book

Author/Creator:

Miller, Richard K. (Richard Kendall), 1946- author.

Washington, Kelli D., author.

Contributor:

Richard K. Miller & Associates, issuing body, publisher.

Series:

RKMA market research handbook series

RKMA market research handbook series 2472-4920

Language:

English

Subjects (All):

Marketing--United States.

Marketing.

Marketing--United States--Statistics.

Physical Description:

1 online resource

Edition:

Tenth edition

Other Title:

Consumer marketing and advertising

Place of Publication:

Miramar, Florida Richard K. Miller and Associates 2024

System Details:

text file PDF

Summary:

"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 tactics arecategorized into 60 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. Over 1,200 embedded website links will direct you to raw data, additional market research, and other resources."-- Provided by publisher

Contents:

PART I. OVERVIEW

1. Consumer Marketing

2. Market Research

3. B2C Marketing Benchmarks

PART II. ADVERTISING

4. Advertising Spending

5. In-Cinema Advertising

6. Magazine Advertising

7. Newspaper Advertising

8. Out-of-Home Advertising

9. Radio Advertising

10. Television Advertising

11. Top Advertisers

12. Top Advertising Agencies

PART III. DIGITAL MARKETING

13. Digital Advertising

14. Email

15. In-Game Advertising

16. Mobile Marketing

17. Podcast Advertising

18. Search

19. Voice Search

20. Social Media Marketing

21. Digital Video Advertising

22. Digital Place-Based Video Advertising

23. Digital Audio Advertising

24. Retail Media Networks

25. Websites

PART IV. ANALYSES

26. Artificial Intelligence in Marketing

27. Branding

28. Buy American Initiatives

29. Buy Local Initiatives

30. Cause Marketing

31. Celebrity Endorsements

32. Content Marketing

33. Coupons

34. Customer Analytics

35. Customer Communications

36. Customer Relationship Management

37. Customer Retention

38. Customer Service

39. Data-Driven Marketing

40. Direct Marketing

41. Direct Selling

42. Event and Experiential Marketing

43. Generational Marketing

44. Gender-Specific Marketing

45. Green Marketing

46. Hispanic Marketing

47. In-Store Tracking

48. Inclusive Marketing

49. Influencer Marketing

50. Local Marketing

51. Location-Based Marketing

52. Loyalty Programs

53. Naming Rights

54. Native Advertising

55. Online Tracking

56. Packaging

57. Personalization

58. Political Advertising

59. Pricing

60. Privacy Regulations

61. Product Placement

62. Programmatic Advertising

63. Promotions

64. Shopper [In-Store] Marketing

65. Social Responsibility

66. SMB Advertising and Marketing

67. Sponsorships

Notes:

Includes bibliographical references

Online resource; title from PDF title page (viewed June 11, 2024)

ISBN:

9781577833413

Access Restriction:

Restricted for use by site license