Return to home page
Searching: Muskingum library catalog
Some OPAL libraries remain closed or are operating at reduced service levels. Materials from those libraries may not be requestable; requested items may take longer to arrive. Note that pickup procedures may differ between libraries. Please contact your library for new procedures, specific requests, or other assistance.
  Previous Record Previous Item Next Item Next Record
  Reviews, Summaries, etc...
EBOOK
Author Miller, Richard K. (Richard Kendall), 1946- Author.
Title Consumer marketing 2016-2017 / by Richard K. Miller and Kelli Washington.
Imprint Loganville, GA : Richard K. Miller & Associates, [2016]
2016
Edition 4th Edition.

Author Miller, Richard K. (Richard Kendall), 1946- Author.
Series RKMA market research handbook series, 2472-4920
RKMA market research handbook series. 2472-4939
Subject Marketing -- United States.
Marketing -- United States -- Statistics.
Alt Name Washington, Kelli D., Author.
Richard K. Miller & Associates, isb Publisher.
Description 1 online resource (412 pages)
Edition 4th Edition.
Bibliography Note Includes bibliographical references (pages 402-412).
Contents 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.
Summary 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, 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. Select topics include behavioral targeting, big data, branding, buy American initiatives, cause marketing, celebrity endorsements, consumer segmentation, consumer tracking, content marketing, crowdsourcing, customer engagement, customer relationship management, gamification, green marketing, lead generation, loyalty programs, market research, out-of-home advertising, place-based video advertising, sampling, shopper (in-store) marketing, sponsorships, sports marketing, and word-of-mouth. Over 1,200 website links directly embedded into the electronic edition will direct you to additional market research and other resources. Consumer Marketing 2016-2017 is designed to be a strategic business planning resource for marketing executives in all consumer business segments. Consumer Marketing 2016-2017 is also an essential reference for academic libraries that support business management and marketing curricula.
Note Online resource; title from PDF title page (RKMA, viewed June 9, 2017).
ISBN 9781577832317 (electronic bk.)
1577832310 (electronic bk.)
9781577832256 (print edition)
1577832256 (print edition)
OCLC # 920392958


If you experience difficulty accessing or navigating this content, please contact the OPAL Support Team