| Series |
RKMA market research handbook series, 2472-4920
RKMA market research handbook series 2472-4939 ^A1278800
|
| Contents |
Part I. Overview -- 1. Consumer Marketing -- 2. Market Research -- 3. B2C Marketing Benchmarks -- |
| Contents |
Part II. Advertising -- 4. Advertising Spending -- 5. Consumer Response to Advertising -- 6. In-Cinema Advertising -- 7. Magazine Advertising -- 8. Newspaper Advertising -- 9. Out-of-Home Advertising. -- 10. Radio Advertising -- 11. Television Advertising -- 12. Top Advertisers -- 13. Top Advertising Agencies -- Part III. Digital marketing -- 14. Digital Advertising -- 15. Consumer Response to Digital Ads -- 16. Email -- 17. Mobile Marketing -- 18. Search -- 19. Social Media Marketing -- 20. Video Advertising -- 21. Digital Place-Based Video Advertising -- 22. Virtual & Augmented Reality -- 23. Website Strategy -- |
| Contents |
Part IV. Marketing Focus -- 24. Generational Marketing -- 25. Gender-Specific Marketing -- 26. Hispanic Marketing -- |
| Contents |
Part V. Analyses -- 27. Analytics -- 28. Big Data -- 29. Branding -- 30. Buy American Initiatives -- 31. Buy Local Initiatives -- 32. Cause Marketing -- 33. Celebrity Endorsements -- 34. Content Marketing -- 35. Coupons -- 36. Customer Communications -- 37. Customer Relationship Management -- 38. Customer Retention -- 39. Customer Service -- 40. Data-Driven Marketing -- 41. Direct Marketing -- 42. Direct Selling -- 43. Engagement -- 44. Event & Experiential Marketing -- 45. Green Marketing -- 46. Influencer Marketing -- 47. Local Marketing -- 48. Loyalty Programs -- 49. Naming Rights -- 50. Native Advertising -- 51. Personalization -- 52. Pricing -- 53. Programmatic Advertising -- 54. Promotions -- 55. Psychographic Segmentation -- 56. Shopper [In-Store] Marketing -- 57. Small- and Medium-Sized Business Advertising & Marketing -- 58. Sponsorships -- 59. The Shopping Experience: In-Store -- 60. The Shopping Experience: Online -- 61. Word-of-Mouth -- |
| Contents |
Part VI. Consumer Tracking -- 62. Customer Analytics -- 63. Online Tracking -- 64. Sharing Information On Social Media -- 65. Mobile Tracking -- 66. In-Store Tracking -- 67. Cross-Channel Tracking -- Appendix A. Academic Centers -- Appendix B. Analysts -- Appendix C. Associations -- Appendix D. Content Marketing Agencies -- Appendix E. Marketing Blogs -- Appendix F. Online Resources -- Appendix G. Periodicals -- Appendix H. Services For Research & Strategy. |
| Bibliography note | Includes bibliographical references (pages 374-382). |
| Genre/form | Statistics. |
| Genre/form | Electronic books. |
| Genre/form | Statistics. |
| ISBN | 9781577832492 (print bk.) |
| ISBN | 1577832493 (print bk.) |
