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 & advertising 2023' categorizes consumer marketing tactics into 61 topics,...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Miramar, FL :
Richard K. Miller & Associates,
[2022]
|
| Ausgabe: | 8th edition. |
| Schriftenreihe: | RKMA market research handbook series.
Consumer marketing & advertising ; 8th edition (2023) |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "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, 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, customer engagement, customer relationship management, 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."-- |
| Beschreibung: | "Published in July 2022"--2023 ebook package announcement, RKMA website, viewed on July 26, 2022. "ISSN: 2472-4920"--PDF title page verso. |
| Beschreibung: | 1 online resource (293 pages). |
| Format: | Mode of access: World Wide Web. |
| Bibliographie: | Includes bibliographical references (pages 288-293). |
| ISBN: | 9781577833192 1577833198 |
Internformat
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| 100 | 1 | |a Miller, Richard K. |q (Richard Kendall), |d 1946- |e author. |1 https://id.oclc.org/worldcat/entity/E39PCjKkJVGxMVdQycVHkrytyq |0 http://id.loc.gov/authorities/names/n79045108 | |
| 245 | 1 | 0 | |a Consumer marketing & advertising. |n 2023 / |c by: Richard K. Miller and Kelli Washington. |
| 246 | 3 | |a Consumer marketing and advertising. |n 2023 | |
| 250 | |a 8th edition. | ||
| 264 | 1 | |a Miramar, FL : |b Richard K. Miller & Associates, |c [2022] | |
| 264 | 4 | |c ©2023 | |
| 300 | |a 1 online resource (293 pages). | ||
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| 532 | 1 | |a Compliant with Section 508 Accessibility Standards (i.e., Voluntary Product Accessibility Template (VPAT) compliant) | |
| 520 | |a "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, 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, customer engagement, customer relationship management, 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."-- |c Publisher's website, viewed on July 26, 2022. | ||
| 504 | |a Includes bibliographical references (pages 288-293). | ||
| 505 | 0 | |a 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. | |
| 500 | |a "ISSN: 2472-4920"--PDF title page verso. | ||
| 588 | |a Description based on online resource; title from PDF title page (viewed on July 26, 2022). | ||
| 650 | 0 | |a Marketing |z United States |v Statistics. | |
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| 710 | 2 | |a Richard K. Miller & Associates, |e issuing body, |e publisher. |0 http://id.loc.gov/authorities/names/n87125747 | |
| 830 | 0 | |a RKMA market research handbook series. |0 http://id.loc.gov/authorities/names/no2014097631 | |
| 830 | 0 | |a Consumer marketing & advertising ; |v 8th edition (2023) | |
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|---|---|
| _version_ | 1816796941568180224 |
| adam_text | |
| any_adam_object | |
| author | Miller, Richard K. (Richard Kendall), 1946- Washington, Kelli D. |
| author_GND | http://id.loc.gov/authorities/names/n79045108 http://id.loc.gov/authorities/names/no2005063670 |
| author_facet | Miller, Richard K. (Richard Kendall), 1946- Washington, Kelli D. |
| author_role | aut aut |
| author_sort | Miller, Richard K. 1946- |
| author_variant | r k m rk rkm k d w kd kdw |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
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| collection | ZDB-4-EBU |
| 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. |
| ctrlnum | (OCoLC)1334996740 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 8th edition. |
| format | Electronic eBook |
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'Consumer marketing & advertising 2023' categorizes consumer marketing tactics into 61 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, customer engagement, customer relationship management, 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."--</subfield><subfield code="c">Publisher's website, viewed on July 26, 2022.</subfield></datafield><datafield tag="504" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references (pages 288-293).</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">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. 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| indexdate | 2024-11-26T14:49:41Z |
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| isbn | 9781577833192 1577833198 |
| language | English |
| oclc_num | 1334996740 |
| open_access_boolean | |
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| publishDateSort | 2022 |
| publisher | Richard K. Miller & Associates, |
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| series | RKMA market research handbook series. Consumer marketing & advertising ; |
| series2 | RKMA market research ebook series |
| spelling | Miller, Richard K. (Richard Kendall), 1946- author. https://id.oclc.org/worldcat/entity/E39PCjKkJVGxMVdQycVHkrytyq http://id.loc.gov/authorities/names/n79045108 Consumer marketing & advertising. 2023 / by: Richard K. Miller and Kelli Washington. Consumer marketing and advertising. 2023 8th edition. Miramar, FL : Richard K. Miller & Associates, [2022] ©2023 1 online resource (293 pages). text txt rdacontent computer c rdamedia online resource cr rdacarrier text file rdaft RKMA market research ebook series Mode of access: World Wide Web. "Published in July 2022"--2023 ebook package announcement, RKMA website, viewed on July 26, 2022. Compliant with Section 508 Accessibility Standards (i.e., Voluntary Product Accessibility Template (VPAT) compliant) "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, 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, customer engagement, customer relationship management, 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."-- Publisher's website, viewed on July 26, 2022. Includes bibliographical references (pages 288-293). 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. "ISSN: 2472-4920"--PDF title page verso. Description based on online resource; title from PDF title page (viewed on July 26, 2022). Marketing United States Statistics. Marketing United States Handbooks, manuals, etc. Advertising United States Statistics. Advertising United States Handbooks, manuals, etc. Marketing États-Unis Statistiques. Marketing États-Unis Guides, manuels, etc. Advertising fast Marketing fast United States fast https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq handbooks. aat Handbooks and manuals fast Statistics fast Statistics. lcgft http://id.loc.gov/authorities/genreForms/gf2014026181 Handbooks and manuals. lcgft http://id.loc.gov/authorities/genreForms/gf2014026109 Statistiques. rvmgf Guides et manuels. rvmgf Washington, Kelli D., author. http://id.loc.gov/authorities/names/no2005063670 Richard K. Miller & Associates, issuing body, publisher. http://id.loc.gov/authorities/names/n87125747 RKMA market research handbook series. http://id.loc.gov/authorities/names/no2014097631 Consumer marketing & advertising ; 8th edition (2023) FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3356317 Volltext |
| spellingShingle | Miller, Richard K. (Richard Kendall), 1946- Washington, Kelli D. Consumer marketing & advertising. RKMA market research handbook series. Consumer marketing & advertising ; 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. Marketing United States Statistics. Marketing United States Handbooks, manuals, etc. Advertising United States Statistics. Advertising United States Handbooks, manuals, etc. Marketing États-Unis Statistiques. Marketing États-Unis Guides, manuels, etc. Advertising fast Marketing fast |
| subject_GND | http://id.loc.gov/authorities/genreForms/gf2014026181 http://id.loc.gov/authorities/genreForms/gf2014026109 |
| title | Consumer marketing & advertising. |
| title_alt | Consumer marketing and advertising. 2023 |
| title_auth | Consumer marketing & advertising. |
| title_exact_search | Consumer marketing & advertising. |
| title_full | Consumer marketing & advertising. 2023 / by: Richard K. Miller and Kelli Washington. |
| title_fullStr | Consumer marketing & advertising. 2023 / by: Richard K. Miller and Kelli Washington. |
| title_full_unstemmed | Consumer marketing & advertising. 2023 / by: Richard K. Miller and Kelli Washington. |
| title_short | Consumer marketing & advertising. |
| title_sort | consumer marketing advertising |
| topic | Marketing United States Statistics. Marketing United States Handbooks, manuals, etc. Advertising United States Statistics. Advertising United States Handbooks, manuals, etc. Marketing États-Unis Statistiques. Marketing États-Unis Guides, manuels, etc. Advertising fast Marketing fast |
| topic_facet | Marketing United States Statistics. Marketing United States Handbooks, manuals, etc. Advertising United States Statistics. Advertising United States Handbooks, manuals, etc. Marketing États-Unis Statistiques. Marketing États-Unis Guides, manuels, etc. Advertising Marketing United States handbooks. Handbooks and manuals Statistics Statistics. Handbooks and manuals. Statistiques. Guides et manuels. |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3356317 |
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