Contents:

1 OVERVIEW 1.1 Scope 1.2 Market Assessment 1.3 Alternative Marketing 2 ADVERTISING 2.1 Scope 2.2 Market Assessment 2.3 Shifts in Media & Advertising 3 BEHAVIORAL TARGETING 3.1 Overview 3.2 Market Assessment 3.3 BT Online 3.4 BT in Television Programming 3.5 Privacy Concerns 3.6 Market Resources 4 BRANDED ENTERTAINMENT 4.1 Market Assessment 4.2 Branded TV Programming 4.3 Webisodes 4.4 Branded Music 5 BRANDING 5.1 Brand Leaders 5.2 Brand Loyalty 5.3 Brand Influence 5.4 Tag Lines and Slogans 5.5 Private Label Brands 5.6 Brand Extensions 5.7 Market Resources 6 CAUSE MARKETING 6.1 Overview 6.2 Market Assessment 6.3 Effectiveness 6.4 Corporate Programs and Activities 6.5 Market Resources 7 COMMUNITY RELATIONS 7.1 Overview 7.2 Community Involvement 7.3 Community Outreach Programs 8 CORPORATE IMAGE 8.1 Patronizing Companies for Social Responsibility 8.2 Environmental and Social Issues 8.3 Assessing The Influence of Social Responsibility 8.4 Case Study 9 COUPONS 9.1 Market Assessment 9.2 Coupon Use By Generation Y 9.3 Impact of the Economic Downturn 9.4 Online Coupons 9.5 Mobile Coupons 9.6 Market Resources 10 CUSTOM PUBLISHING 10.1 Overview 10.2 Market Assessment 10.3 Trends in Custom Publishing 10.4 Custom Marketing 10.5 Market Resources 11 CUSTOMER SERVICE 11.1 Differentiation Through Customer Service 11.2 Customer Service Champions 11.3 Assessing Customer Service 11.4 Handling Customer Problems 11.5 Customer Relationship Management 12 DIRECT MARKETING 12.1 Market Assessment 12.2 Direct Marketing Agencies 12.3 Direct Mail 12.4 Assessing Effectiveness 12.5 Market Resources 13 DIRECT SELLING 13.1 Overview 13.2 Market Assessment 13.3 Market Trends 13.4 Market Resources 14 EMAIL MARKETING 14.1 Market Assessment 14.2 Response to Email Marketing 14.3 Opt-In and Opt-Out 14.4 Spam 14.5 Market Resources 15 ENGAGEMENT 15.1 Overview 15.2 Engagement in TV 15.3 Engagement Online 15.4 Participation Marketing 15.5 Engagement in Retail 16 EVENT & EXPERIENTIAL MARKETING 16.1 Overview 16.2 Market Assessment 16.3 Event Specialists 16.4 Effectiveness 16.5 Events and Activities 16.6 Market Resources 17 GREEN MARKETING 17.1 Overview 17.2 Green Initiatives 17.3 Promoting Green Practices 17.4 Green Ad Agencies 17.5 Eco-focused Media 17.6 Earth Day Promotions 18 IN-STORE MARKETING 18.1 Overview 18.2 Market Assessment 18.3 In-store Advertising and Promotions 18.4 In-store TV 18.5 Mall Networks 18.6 Market Resources 19 INVENTORY MANAGEMENT 19.1 Lean Inventory Strategies 19.2 Uniqueness 19.3 Fresh Inventory 19.4 Strategies in an Economic Downturn 20 LEISURE & LIFESTYLE MARKETING 20.1 Marketing Through Consumers’ Passion For Leisure Activities 20.2 Lifestyle Advertising 20.3 Advertising Tie-ins With Leisure 20.4 Market Resources 21 LICENSING 21.1 Market Assessment 21.2 Top Licensors 21.3 Market Trends 21.4 Market Resources 22 LOCAL INITIATIVES 22.1 Overview 22.2 Made in America 22.3 Local and State Initiatives 22.4 Appealing to Locavores 22.5 Case Studies 23 LOYALTY PROGRAMS 23.1 Market Assessment 23.2 Loyalty Programs in Consumer Segments 23.3 Targeted Rewards Participation 23.4 Program Characteristics 23.5 Market Resources 24 MARKET RESEARCH 24.1 Market Assessment 24.2 Consumer Surveys and Opinion Polls 24.3 Retail Sales Reporting 24.4 Media Consumption Research 24.5 Geodemographic Segmentation 24.6 Tracking Consumers Online 24.7 Consumer-Focused Market Studies 25 MARKETING STRATEGY 25.1 Marketing in an Economic Downturn 25.2 Marketing Budgets 25.3 Marketing Effectiveness 25.4 Integrated Marketing 26 MOBILE MARKETING 26.1 Mobile Access 26.2 Market Assessment and Forecast 26.3 Incentives for Mobile Ads 26.4 Types of Mobile Marketing 26.5 Market Resources 27 MULTICHANNEL MARKETING 27.1 Multichannel Retail 27.2 Integration of Online and Bricks-and-Mortar Retail 27.3 Catalogs and In-Store Sales 27.4 Catalogs and Online Sales 27.5 Market Resources 28 MULTICULTURAL MARKETING 28.1 Overview 28.2 Changing Demographics 28.3 Multicultural Agencies 28.4 Market Resources 29 NAMING RIGHTS 29.1 Market Assessment 29.2 Professional Sports Venues 29.3 Naming Rights ROI 29.4 Performing Arts and Concert Venues 29.5 Convention Centers 29.6 Hospitals 29.7 Shopping Malls 29.8 Colleges 30 NICHE MARKETING 30.1 Niche Markets 30.2 Niche Opportunities 30.3 Niche Branding 30.4 The Long Tail 31 ONLINE MARKETING 31.1 Market Assessment 31.2 Digital Agencies 31.3 Online Video Ads 31.4 Local Online Advertising 31.5 Really Simple Syndication 31.6 Other Online Marketing 32 PERSONALIZED MARKETING 32.1 Evolving Into Personalized Marketing 32.2 Individualized Market Communications 32.3 Innovative Pilot Projects 32.4 Market Resources 33 PRICING 33.1 Price Trends in Mass Market Merchandise 33.2 Price Trends in Luxury Merchandise 33.3 Pricing and Packaging in A Down Economy 33.4 Price Promotions 34 PRODUCT LINE & SERVICE EXTENSIONS 34.1 New Products 34.2 Brand Extensions 34.3 Service Extensions 35 PROMOTIONS 35.1 Market Assessment 35.2 Promotion Agencies 35.3 Types of Promotions 35.4 Recent Promotional Emphasis 35.5 Methods of Promotions 35.6 Price Promotions 35.7 Market Resources 36 RETURNS MANAGEMENT 36.1 The Cost of Returns 36.2 Tightened Return Policies 36.3 Strategies To Minimize Returns 36.4 Refurbishing and Reselling Merchandise 37 SAMPLING 37.1 Overview 37.2 Market Assessment 37.3 Cost-Effectiveness 37.4 Case Study 38 SEARCH ENGINE MARKETING 38.1 Market Assessment 38.2 Search Web Traffic 38.3 Search Agencies 38.4 Search Characteristics 38.5 Search Engine Optimization 38.6 Paid Search 38.7 Market Resources 39 SENSORY MARKETING 39.1 Overview 39.2 The Influence of Music 39.3 The Sensory Environment 39.4 Sensory Branding 39.5 Sensory-Focused Ads 39.6 Market Resources 40 SHOPPABILITY 40.1 Store Experience 40.2 Challenges in the Retail Environment 40.3 Improving Shoppability 40.4 Store Layout 40.5 Store Atmospherics 40.6 Leisure Atmospheres in the Retail Store 40.7 One-stop Shopping 40.8 Convenience Shopping 40.9 Market Resources 41 SITE SELECTION 41.1 Criteria for Site Selection 41.2 Location Analysis 41.3 Urban Revitalization 41.4 New Formats 41.5 Success in Small Towns 41.6 Market Resources 42 SOCIAL MARKETING 42.1 Market Assessment 42.2 Advertising on Social Networks 42.3 Widgets 42.4 Niche Networks 42.5 Brand-Supported Social Sites 43 SPONSORSHIPS 43.1 Market Assessment 43.2 Arts Sponsorship 43.3 Fair and Festival Sponsorships 43.4 Motorsports Sponsorships 43.5 Music Sponsorships 43.6 Sports Sponsorships 43.7 Cause Sponsorships 43.8 Market Resources 44 SPORTS MARKETING 44.1 Overview 44.2 Market Assessment 44.3 Athlete Endorsements 44.4 Advertising Agencies in Sports Marketing 44.5 Sports Sponsorships 44.6 Post-Season Television Advertising 44.7 Stadium and Arena Advertising 44.8 Sports Website Marketing 44.9 Market Resources 45 TRANSACTIONS 45.1 Overview 45.2 Online Payment Options 45.3 Transactions by Cellphone 46 VIRTUAL MARKETING 46.1 Virtual Worlds 46.2 Brand Participation in Virtual Worlds 46.3 Immersive Video Game Advertising 47 WEBSITES 47.1 Website Role In Branding 47.2 Domain Names 47.3 Online Content 47.4 Optimization 47.5 Web 2.0 Features 47.6 Small Business Websites 48 WORD-OF-MOUTH 48.1 Market Assessment 48.2 Influencers 48.3 Advocates 48.4 WOM Marketing 48.5 Online Reviews 48.6 Viral Ads 48.7 Metrics 48.8 Market Resources 49 YELLOW PAGES DIRECTORIES 49.1 Market Assessment 49.2 Purchasing Influence 49.3 Online Yellow Pages 49.4 Trends and Outlook 49.5 Market Resources MARKET RESOURCES REFERENCES