Consumer Marketing 2014-2015
By: / by Richard K. Miller and Kelli Washington
Contributors: Washington, Kelli; Richard K. Miller & Associates
Edition: 3rd edition
Series: RKMA market research handbook series
Publisher: Richard K Miller & Associates
Published: 2014
Place of publication: Loganville, GA
Language: eng
Number of pages: 405
ISBN-13: 9781577831952
Copyright date: 2014
Subjects: Marketing; Statistics
Description: Consumer Marketing 2014-2015 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 --
Notes: Includes bibliographical references (pages 388-405).