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Consumer Marketing 2009
Richard K. Miller & Associates, Sep 2008, Pages: 260
Over $1 trillion is spent annually on consumer marketing. Of this amount, approximately 25% is for media advertising, which for over a decade RKMA has assessed in its annual Entertainment, Media & Advertising Market Research Handbook. Consumer Marketing 2009 provides an assessment of the other 75% of consumer-directed spending.
The handbook categorizes consumer marketing activities into 48 topics, each presented in a separate chapter. For each, the handbook provides current market research and statistics, spending estimates, an analysis of effectiveness, and discussions of trends.
Marketing to consumers during an economic downturn is a central theme of Consumer Marketing 2009, and this handbook examines overall strategies, including specific elements of marketing to consumers of a new frugal mindset and examples of effective programs.
Leading-edge consumer marketing with statistics and discussions on experiential marketing, branded entertainment, green marketing, online marketing, word-of-mouth, and multicultural marketing are presented.
There is also focus on current developments in personalized marketing, behavioral targeting, mobile marketing, and sensory branding, with discussions of how these areas might dramatically alter the future of consumer marketing.
Consumer Marketing 2009 is designed to be a 'strategic business planning resource' for marketing executives in all consumer business segments.
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