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Consumer Marketing and Advertising 2022.
- Format:
- Book
- Author/Creator:
- Miller, Richard.
- Series:
- RKMA Market Research Ebook
- RKMA Market Research Ebook ; v.3
- Language:
- English
- Subjects (All):
- Marketing.
- Consumer behavior.
- Physical Description:
- 1 online resource (297 pages)
- Edition:
- 7th ed.
- Place of Publication:
- Miramar, FL : Richard K. Miller & Associates, 2021.
- Summary:
- Consumer Marketing 2022 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 are categorized 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.
- Contents:
- PART I: OVERVIEW
- 1 CONSUMER MARKETING
- 1.1 Scope
- 1.2 Market Assessment
- 1.3 Consumer Behavior
- 2 MARKET RESEARCH
- 2.1 Competitor Intelligence
- 2.2 Consumer Surveys
- 2.3 Customer Satisfaction Surveys
- 2.4 Focus Groups
- 2.5 Geodemographic Segmentation
- 2.6 Market Research Companies
- 2.7 Market Research Reports
- 2.8 Media Consumption Research
- 2.9 Mystery Shopping
- 2.10 Neuroscience Research
- 2.11 Public Opinion Polls
- 2.12 Retail Sales Reporting
- 2.13 Web Traffic Analysis
- 2.14 Market Resources
- 3 B2C MARKETING BENCHMARKS
- 3.1 Overview
- 3.2 B2C CMO Survey
- 3.3 Market Resources
- PART II: ADVERTISING
- 4 ADVERTISING SPENDING
- 4.1 Overview
- 4.2 eMarketer Assessment
- 4.3 Group M Assessment
- 4.4 Winterberry Group Generated by AI.
- Notes:
- Description based on publisher supplied metadata and other sources.
- Part of the metadata in this record was created by AI, based on the text of the resource.
- OCLC:
- 1295275652
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