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Consumer Marketing 2010

Richard K. Miller & Associates
April 26, 2010
192 Pages - SKU: RKM2652213

Abstract Table of Contents Search inside this report Related Reports

Over $1 trillion is spent annually on consumer marketing. Consumer Marketing 2010 assesses this market with focus on leading approaches to advertising, marketing, and promotions while examining overall strategies for marketing to post-recession consumers.

Consumer Marketing 2010 categorizes consumer marketing activities into 45 topics, each presented in a separate chapter. Current market research and statistics, spending estimates, an analysis of effectiveness, and discussions of trends are presented for each market segment.

This 192-page user-friendly resource also provides:

assessments of 2009 media advertising spending and 2010 outlook and forecasts
discussions on experiential marketing, branded entertainment, green marketing, multicultural marketing, online marketing, promotions, and word-of-mouth marketing
insight into leading-edge developments including personalized marketing, behavioral targeting, mobile marketing, and sensory branding, with discussions of how these areas might dramatically alter the future of consumer marketing
over 500 website links to additional resources

Consumer Marketing 2010 is designed to be a "strategic business planning resource" for marketing executives in all consumer business segments.

1 OVERVIEW: 1.1 Scope; 1.2 Market Assessment
2 APPS: 2.1 Overview; 2.2 Market Assessment; 2.3 Use Of Mobile Apps
3 BEHAVIORAL TARGETING: 3.1 Overview; 3.2 Market Assessment; 3.3 BT Online; 3.4 BT Email; 3.5 BT Social Media; 3.6 Privacy Concerns; 3.7 Market Resoruces
4 BRANDED ENTERTAINMENT: 4.1 Market Assessment; 4.2 Branded TV Programming; 4.3 Brand Appearances in Programming; 4.4 Webisodes; 4.5 Branded Music
5 BRANDING: 5.1 Brand Leaders; 5.2 Brand Loyalty; 5.3 Brand Influence; 5.4 Brand Revival; 5.5 Brand Logos; 5.6 Private Label Brands; 5.7 Market Resources
6 CAUSE MARKETING: 6.1 Overview; 6.2 Market Assessment; 6.3 Effectiveness; 6.4 Cause Marketing in Social Media; 6.5 Cause Marketing Halo Awards; 6.6 Market Resources
7 COUPONS: 7.1 Market Assessment; 7.2 Impact of the Economic Downturn; 7.4 Online Coupons; 7.5 Mobile Coupons; 7.6 Market Resources
8 CUSTOM PUBLISHING: 8.1 Overview; 8.2 Market Assessment; 8.3 Trends in Custom Publishing; 8.4 Custom Marketing; 8.5 Market Resources
9 CUSTOMER SERVICE: 9.1 Overview; 9.2 Customer Service Champions; 9.3 Assessing Customer Service; 9.4 Handling Customer Problems; 9.5 Customer Relationship Management; 9.6 Market Resources
10 CUSTOMER TRACKING: 10.1 Market Assessment; 10.2 Trends; 10.3 Tracking Social Networks
11 DIRECT MARKETING: 11.1 Market Assessment; 11.2 Direct Marketing Agencies; 11.3 Direct Mail; 11.4 Effectiveness; 11.5 Market Resources
12 DIRECT SELLING: 12.1 Overview; 12.2 Market Assessment; 12.3 Market Trends; 12.4 Market Resources
13 EMAIL MARKETING: 13.1 Market Assessment; 13.2 Effectiveness of Email Marketing; 13.3 Permission-based Email; 13.4 Email Video Marketing; 13.5 Market Resources
14 ENHANCING THE IN-STORE EXPERIENCE: 14.1 Turning Shoppers Into Buyers; 14.2 Challenges in the Retail Environment; 14.3 Improving Shoppability; 14.4 Store Layout; 14.5 Store Atmospherics; 14.6 Leisure Atmospheres in the Retail Store; 14.7 One-stop Shopping; 14.8 Convenience Shopping; 14.9 Self-Service Options
15 EVENT & EXPERIENTIAL MARKETING: 15.1 Overview; 15.2 Market Assessment; 15.3 Event Specialists; 15.4 Effectiveness; 15.5 Events and Activities; 15.6 Market Resources
16 FREE: 16.1 Attraction to Free Offers; 16.2 Types of Free Offers; 16.3 Case Studies; 16.4 Promotional Value
17 GREEN MARKETING: 17.1 Overview; 17.2 Green Initiatives; 17.3 Promoting Green Practices; 17.4 Green Ad Agencies; 17.5 Earth Day Promotions
18 INVENTORY MANAGEMENT: 18.1 Strategies in an Economic Downturn; 18.2 Uniqueness; 18.3 Choice
19 LICENSING: 19.1 Market Assessment; 19.2 Top Licensors; 19.3 Market Resources
20 LOYALTY PROGRAMS: 20.1 Market Assessment; 20.2 Loyalty Programs in Consumer Segments; 20.3 Targeted Rewards Participation; 20.4 Program Characteristics; 20.5 Outlook for Loyalty Programs; 20.6 Market Resources
21 MARKET RESEARCH RESOURCES: 21.1 Overview; 21.2 Consumer Surveys and Opinion Polls; 21.3 Retail Sales Reporting; 21.4 Media Consumption Research; 21.5 Geodemographic Segmentation; 21.6 Tracking Consumers Online; 21.7 Consumer-Focused Market Studies
22 MARKETING PRIORITIES: 22.1 Overview; 22.2 Interactive Marketing; 22.3 Integrated Marketing
23 MEDIA ADVERTISING: 23.1 Market Assessment; 23.2 Measured Ad Spending By Category; 23.3 Measured Ad Spending By Advertiser
24 MOBILE MARKETING: 24.1 Mobile Marketing Assessment; 24.2 Market Forecast; 24.3 Consumer Engagement With Mobile Marketing; 24.4 Market Resources
25 MULTICHANNEL MARKETING: 25.1 Multichannel Retail; 25.2 Integration of Online and Bricks-and-Mortar Retail; 25.3 Catalogs and Online Sales; 25.4 Market Resources
26 MULTICULTURAL MARKETING: 26.1 Overview; 26.2 Changing Demographics; 26.3 Multicultural Agencies; 26.4 Market Resources
27 NAMING RIGHTS: 27.1 Market Assessment; 27.2 Professional Sports Venues; 27.3 Naming Rights ROI; 27.4 Performing Arts and Concert Venues; 27.5 Convention Centers; 27.6 Hospitals; 27.7 Colleges; 27.8 High Schools
28 NICHE MARKETING: 28.1 Niche Markets; 28.2 Niche Opportunities; 28.3 Niche Branding; 28.4 The Long Tail
29 ONLINE MARKETING: 29.1 Market Assessment; 29.2 Digital Agencies; 29.3 Other Online Marketing
30 ONLINE REVIEWS: 30.1 Online Consumer Reviews; 30.2 Website Retail Reviews; 30.3 Effective Use Of Reviews
31 PERSONALIZED MARKETING: 31.1 Evolving Into Personalized Marketing; 31.2 Individualized Market Communications; 31.3 Market Resources
32 PRICING: 32.1 Price Trends In Mass Market Merchandise; 32.2 Price Promotions; 32.3 Price Trends in Luxury Merchandise
33 PROMOTIONS: 33.1 Market Assessment; 33.2 Promotion Agencies; 33.3 Types of Promotions; 33.4 Methods of Promotions; 33.5 Market Resources
34 RETURNS MANAGEMENT: 34.1 The Cost of Returns; 34.2 Strategies To Minimize Returns; 34.3 Loosened Return Policies
35 SAMPLING: 35.1 Overview; 35.2 Cost-Effectiveness; 35.3 Case Studies
36 SEARCH ENGINE MARKETING: 36.1 Market Assessment; 36.2 Search Web Traffic; 36.3 Search Agencies; 36.4 Search Characteristics; 36.5 Search Engine Optimization; 36.6 Paid Search; 36.7 Market Resources
37 SENSORY MARKETING: 37.1 Overview; 37.2 The Influence of Music; 37.3 Sensory Branding; 37.4 Sensory-Focused Ads
38 SHOPPER MARKETING: 38.1 Overview; 38.2 Market Assessment; 38.3 In-Store Advertising and Promotions; 38.4 In-Store TV; 38.5 Mall Networks; 38.6 Advertiser/Retailer Collaboration; 38.7 Market Resources
39 SOCIAL MARKETING: 39.1 Market Assessment; 39.2 Advertising on Social Networks; 39.3 Brand-Supported Social Sites; 39.4 Business Use of Social Sites
40 SPONSORSHIPS: 40.1 Market Assessment; 40.2 Trends In Sponsorship; 40.3 Market Resources
41 SPORTS MARKETING: 41.1 Overview; 41.2 Advertising Agencies in Sports Marketing; 41.3 Market Assessment; 41.4 Stadium and Arena Advertising; 41.5 Sports Advertising; 41.6 Post-Season Television Advertising; 41.7 Sports Sponsorships; 41.8 Sports Website Marketing; 41.9 Athlete Endorsements; 41.10 Market Resources
42 VALUE: 42.1 Value vs. Price; 42.2 Value Brands Winners/Losers; 42.3 Marketing Beyond Value
43 VIDEO GAME ADVERTISING: 43.1 Market Assessment; 43.2 Branded Games
44 WEBSITES: 44.1 Domain Names; 44.2 Online Content; 44.3 Website Optimization; 44.4 Web 2.0 Features
45 WORD-OF-MOUTH: 45.1 Market Assessment; 45.2 Influencers; 45.3 WOM Marketing; 45.4 Viral Ads; 45.5 Metrics; 45.6 Market Resources
46 YELLOW PAGES DIRECTORIES: 46.1 Market Assessment; 46.2 Online Yellow Pages; 46.3 Purchasing Influence; 46.4 Trends and Outlook; 46.5 Market Resources
MARKET RESOURCES
REFERENCES

Consumer Marketing 2010

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