Consumer Marketing 2018-2019 assesses leading approaches for marketing toconsumers from media advertising to social media marketing, from direct mail to email,and from customer service to experiential marketing.
Consumer Marketing 2018-2019 categorizes consumer marketing tactics into 52 topics,each presented in a separate chapter. Current market research and statistics, ananalysis of effectiveness, surveys of marketers and consumers, and discussions oftrends are presented for each. The handbook also examines overall marketingstrategies 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 relationshipmanagement, 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 websitelinks – directly embedded into the electronic edition – will direct you to additional marketresearch and other resources.
Consumer Marketing 2018-2019 is designed to be a strategic business planningresource for marketing executives in all consumer business segments. ConsumerMarketing 2018-2019 is also an essential reference for academic libraries that supportbusiness management and marketing curricula.