Consumer marketing 2016-2017 /

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Bibliographic Details
Author / Creator:Miller, Richard K. (Richard Kendall), 1946- author.
Edition:Fourth edition.
Imprint:Loganville, GA : Richard K. Miller & Associates, [2016]
©2016
Description:1 online resource (412 pages) : Illustrations.
Language:English
Series:RKMA market research handbook series
RKMA market research handbook series.
Subject:Marketing -- United States.
Marketing -- United States -- Statistics.
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
Marketing.
United States.
Electronic books.
Statistics.
Statistics.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/10490156
Hidden Bibliographic Details
Other authors / contributors:Washington, Kelli D., author.
Richard K. Miller & Associates, issuing body, publisher.
ISBN:9781577832317
1577832310
9781577832256
1577832256
Notes:Includes bibliographical references (pages 402-412).
Text in English.
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.