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,...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Miramar, FL :
Richard K. Miller & Associates,
[2022]
|
| Edition: | 8th edition. |
| Series: | RKMA market research handbook series.
Consumer marketing & advertising ; 8th edition (2023) |
| Subjects: | |
| Online Access: | DE-862 DE-863 |
| Summary: | "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."-- |
| Item Description: | "Published in July 2022"--2023 ebook package announcement, RKMA website, viewed on July 26, 2022. "ISSN: 2472-4920"--PDF title page verso. |
| Physical Description: | 1 online resource (293 pages). |
| Format: | Mode of access: World Wide Web. |
| Bibliography: | Includes bibliographical references (pages 288-293). |
| ISBN: | 9781577833192 1577833198 |
Staff View
MARC
| LEADER | 00000cam a2200000 i 4500 | ||
|---|---|---|---|
| 001 | ZDB-4-EBU-on1334996740 | ||
| 003 | OCoLC | ||
| 005 | 20241004212047.0 | ||
| 006 | m o d | ||
| 007 | cr cn||||||||| | ||
| 008 | 220711t20222023flu obfs 000 0 eng d | ||
| 040 | |a VPI |b eng |e rda |c VPI |d VXI |d KSU |d MNT |d UPM |d TXM |d OCLCF |d EBLCP |d BRB |d OCLCQ |d OCLCO |d OCLCL |d MUB |d YDX |d N$T | ||
| 019 | |a 1335933056 |a 1340646767 | ||
| 020 | |a 9781577833192 |q (electronic edition) | ||
| 020 | |a 1577833198 |q (electronic edition) | ||
| 035 | |a (OCoLC)1334996740 |z (OCoLC)1335933056 |z (OCoLC)1340646767 | ||
| 043 | |a n-us--- | ||
| 050 | 4 | |a HF5415.1 |b .M557 2023eb | |
| 082 | 7 | |a 658.8 |2 23 | |
| 049 | |a MAIN | ||
| 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). | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a text file |2 rdaft | ||
| 347 | |b PDF | ||
| 490 | 1 | |a RKMA market research ebook series | |
| 538 | |a Mode of access: World Wide Web. | ||
| 500 | |a "Published in July 2022"--2023 ebook package announcement, RKMA website, viewed on July 26, 2022. | ||
| 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. | |
| 650 | 0 | |a Marketing |z United States |v Handbooks, manuals, etc. | |
| 650 | 0 | |a Advertising |z United States |v Statistics. | |
| 650 | 0 | |a Advertising |z United States |v Handbooks, manuals, etc. | |
| 650 | 6 | |a Marketing |z États-Unis |v Statistiques. | |
| 650 | 6 | |a Marketing |z États-Unis |v Guides, manuels, etc. | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Marketing |2 fast | |
| 651 | 7 | |a United States |2 fast |1 https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq | |
| 655 | 7 | |a handbooks. |2 aat | |
| 655 | 7 | |a Handbooks and manuals |2 fast | |
| 655 | 7 | |a Statistics |2 fast | |
| 655 | 7 | |a Statistics. |2 lcgft |0 http://id.loc.gov/authorities/genreForms/gf2014026181 | |
| 655 | 7 | |a Handbooks and manuals. |2 lcgft |0 http://id.loc.gov/authorities/genreForms/gf2014026109 | |
| 655 | 7 | |a Statistiques. |2 rvmgf | |
| 655 | 7 | |a Guides et manuels. |2 rvmgf | |
| 700 | 1 | |a Washington, Kelli D., |e author. |0 http://id.loc.gov/authorities/names/no2005063670 | |
| 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) | |
| 966 | 4 | 0 | |l DE-862 |p ZDB-4-EBU |q FWS_PDA_EBU |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3356317 |3 Volltext |
| 966 | 4 | 0 | |l DE-863 |p ZDB-4-EBU |q FWS_PDA_EBU |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3356317 |3 Volltext |
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL29430239 | ||
| 938 | |a YBP Library Services |b YANK |n 303072287 | ||
| 938 | |a EBSCOhost |b EBSC |n 3356317 | ||
| 994 | |a 92 |b GEBAY | ||
| 912 | |a ZDB-4-EBU | ||
| 049 | |a DE-862 | ||
| 049 | |a DE-863 | ||
Record in the Search Index
| DE-BY-FWS_katkey | ZDB-4-EBU-on1334996740 |
|---|---|
| _version_ | 1826942452591755264 |
| 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 |
| callnumber-raw | HF5415.1 .M557 2023eb |
| callnumber-search | HF5415.1 .M557 2023eb |
| callnumber-sort | HF 45415.1 M557 42023EB |
| callnumber-subject | HF - Commerce |
| 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 |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>06578cam a2200757 i 4500</leader><controlfield tag="001">ZDB-4-EBU-on1334996740</controlfield><controlfield tag="003">OCoLC</controlfield><controlfield tag="005">20241004212047.0</controlfield><controlfield tag="006">m o d </controlfield><controlfield tag="007">cr cn|||||||||</controlfield><controlfield tag="008">220711t20222023flu obfs 000 0 eng d</controlfield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">VPI</subfield><subfield code="b">eng</subfield><subfield code="e">rda</subfield><subfield code="c">VPI</subfield><subfield code="d">VXI</subfield><subfield code="d">KSU</subfield><subfield code="d">MNT</subfield><subfield code="d">UPM</subfield><subfield code="d">TXM</subfield><subfield code="d">OCLCF</subfield><subfield code="d">EBLCP</subfield><subfield code="d">BRB</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">OCLCO</subfield><subfield code="d">OCLCL</subfield><subfield code="d">MUB</subfield><subfield code="d">YDX</subfield><subfield code="d">N$T</subfield></datafield><datafield tag="019" ind1=" " ind2=" "><subfield code="a">1335933056</subfield><subfield code="a">1340646767</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781577833192</subfield><subfield code="q">(electronic edition)</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1577833198</subfield><subfield code="q">(electronic edition)</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1334996740</subfield><subfield code="z">(OCoLC)1335933056</subfield><subfield code="z">(OCoLC)1340646767</subfield></datafield><datafield tag="043" ind1=" " ind2=" "><subfield code="a">n-us---</subfield></datafield><datafield tag="050" ind1=" " ind2="4"><subfield code="a">HF5415.1</subfield><subfield code="b">.M557 2023eb</subfield></datafield><datafield tag="082" ind1="7" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">23</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">MAIN</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Miller, Richard K.</subfield><subfield code="q">(Richard Kendall),</subfield><subfield code="d">1946-</subfield><subfield code="e">author.</subfield><subfield code="1">https://id.oclc.org/worldcat/entity/E39PCjKkJVGxMVdQycVHkrytyq</subfield><subfield code="0">http://id.loc.gov/authorities/names/n79045108</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Consumer marketing & advertising.</subfield><subfield code="n">2023 /</subfield><subfield code="c">by: Richard K. Miller and Kelli Washington.</subfield></datafield><datafield tag="246" ind1="3" ind2=" "><subfield code="a">Consumer marketing and advertising.</subfield><subfield code="n">2023</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">8th edition.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Miramar, FL :</subfield><subfield code="b">Richard K. Miller & Associates,</subfield><subfield code="c">[2022]</subfield></datafield><datafield tag="264" ind1=" " ind2="4"><subfield code="c">©2023</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 online resource (293 pages).</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="a">text</subfield><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="a">computer</subfield><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="a">online resource</subfield><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="347" ind1=" " ind2=" "><subfield code="a">text file</subfield><subfield code="2">rdaft</subfield></datafield><datafield tag="347" ind1=" " ind2=" "><subfield code="b">PDF</subfield></datafield><datafield tag="490" ind1="1" ind2=" "><subfield code="a">RKMA market research ebook series</subfield></datafield><datafield tag="538" ind1=" " ind2=" "><subfield code="a">Mode of access: World Wide Web.</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">"Published in July 2022"--2023 ebook package announcement, RKMA website, viewed on July 26, 2022.</subfield></datafield><datafield tag="532" ind1="1" ind2=" "><subfield code="a">Compliant with Section 508 Accessibility Standards (i.e., Voluntary Product Accessibility Template (VPAT) compliant)</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="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."--</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. Analysts -- Appendix C. Associations -- Appendix D. Marketing blogs -- Appendix E. Marketing technology vendors -- Appendix F. Online resources -- Appendix G. Periodicals.</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">"ISSN: 2472-4920"--PDF title page verso.</subfield></datafield><datafield tag="588" ind1=" " ind2=" "><subfield code="a">Description based on online resource; title from PDF title page (viewed on July 26, 2022).</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Marketing</subfield><subfield code="z">United States</subfield><subfield code="v">Statistics.</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Marketing</subfield><subfield code="z">United States</subfield><subfield code="v">Handbooks, manuals, etc.</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Advertising</subfield><subfield code="z">United States</subfield><subfield code="v">Statistics.</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Advertising</subfield><subfield code="z">United States</subfield><subfield code="v">Handbooks, manuals, etc.</subfield></datafield><datafield tag="650" ind1=" " ind2="6"><subfield code="a">Marketing</subfield><subfield code="z">États-Unis</subfield><subfield code="v">Statistiques.</subfield></datafield><datafield tag="650" ind1=" " ind2="6"><subfield code="a">Marketing</subfield><subfield code="z">États-Unis</subfield><subfield code="v">Guides, manuels, etc.</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Advertising</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">fast</subfield></datafield><datafield tag="651" ind1=" " ind2="7"><subfield code="a">United States</subfield><subfield code="2">fast</subfield><subfield code="1">https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">handbooks.</subfield><subfield code="2">aat</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">Handbooks and manuals</subfield><subfield code="2">fast</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">Statistics</subfield><subfield code="2">fast</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">Statistics.</subfield><subfield code="2">lcgft</subfield><subfield code="0">http://id.loc.gov/authorities/genreForms/gf2014026181</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">Handbooks and manuals.</subfield><subfield code="2">lcgft</subfield><subfield code="0">http://id.loc.gov/authorities/genreForms/gf2014026109</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">Statistiques.</subfield><subfield code="2">rvmgf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="a">Guides et manuels.</subfield><subfield code="2">rvmgf</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Washington, Kelli D.,</subfield><subfield code="e">author.</subfield><subfield code="0">http://id.loc.gov/authorities/names/no2005063670</subfield></datafield><datafield tag="710" ind1="2" ind2=" "><subfield code="a">Richard K. Miller & Associates,</subfield><subfield code="e">issuing body,</subfield><subfield code="e">publisher.</subfield><subfield code="0">http://id.loc.gov/authorities/names/n87125747</subfield></datafield><datafield tag="830" ind1=" " ind2="0"><subfield code="a">RKMA market research handbook series.</subfield><subfield code="0">http://id.loc.gov/authorities/names/no2014097631</subfield></datafield><datafield tag="830" ind1=" " ind2="0"><subfield code="a">Consumer marketing & advertising ;</subfield><subfield code="v">8th edition (2023)</subfield></datafield><datafield tag="966" ind1="4" ind2="0"><subfield code="l">DE-862</subfield><subfield code="p">ZDB-4-EBU</subfield><subfield code="q">FWS_PDA_EBU</subfield><subfield code="u">https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3356317</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="4" ind2="0"><subfield code="l">DE-863</subfield><subfield code="p">ZDB-4-EBU</subfield><subfield code="q">FWS_PDA_EBU</subfield><subfield code="u">https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3356317</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">ProQuest Ebook Central</subfield><subfield code="b">EBLB</subfield><subfield code="n">EBL29430239</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">YBP Library Services</subfield><subfield code="b">YANK</subfield><subfield code="n">303072287</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">EBSCOhost</subfield><subfield code="b">EBSC</subfield><subfield code="n">3356317</subfield></datafield><datafield tag="994" ind1=" " ind2=" "><subfield code="a">92</subfield><subfield code="b">GEBAY</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-EBU</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-862</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-863</subfield></datafield></record></collection> |
| genre | 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 |
| genre_facet | handbooks. Handbooks and manuals Statistics Statistics. Handbooks and manuals. Statistiques. Guides et manuels. |
| geographic | United States fast https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq |
| geographic_facet | United States |
| id | ZDB-4-EBU-on1334996740 |
| illustrated | Not Illustrated |
| indexdate | 2025-03-18T14:28:14Z |
| institution | BVB |
| institution_GND | http://id.loc.gov/authorities/names/n87125747 |
| isbn | 9781577833192 1577833198 |
| language | English |
| oclc_num | 1334996740 |
| open_access_boolean | |
| owner | MAIN DE-862 DE-BY-FWS DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-862 DE-BY-FWS DE-863 DE-BY-FWS |
| physical | 1 online resource (293 pages). |
| psigel | ZDB-4-EBU FWS_PDA_EBU ZDB-4-EBU |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Richard K. Miller & Associates, |
| record_format | marc |
| 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) |
| 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. |
| work_keys_str_mv | AT millerrichardk consumermarketingadvertising2023 AT washingtonkellid consumermarketingadvertising2023 AT richardkmillerassociates consumermarketingadvertising2023 AT millerrichardk consumermarketingandadvertising2023 AT washingtonkellid consumermarketingandadvertising2023 AT richardkmillerassociates consumermarketingandadvertising2023 |