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Consumer Marketing 2020-2021
September 2019; 313 pages; ISBN# 9781577832836; $485

Sixth Edition. Consumer Marketing 2020-2021 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 2020-2021 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, customer engagement, customer relationship management, 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 2020-2021 is designed to be a strategic business

planning resource for marketing executives in all consumer business

segments. Consumer Marketing 2020-2021 is also an essential reference

for academic libraries that support business management and

marketing curricula.

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