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December 2, 2010

U.S. Retailing:
Sales, Marketing and the Move to Online - Dec '10

Overview

Retail sales will dip this year, but that hasn’t stopped retailers from plowing more money into marketing. Retail ad expenditures are up 9% and their promotions spend is up 16.6%. This 60-page report, “U.S. Retailing: Sales, Marketing and the Move to Online,” details game-changing shifts. While traditional advertising is forecast to increase 5% over the next five years, promotions and non-ad marketing will increase at five times that rate. And the biggest gainer of all, of course, will be interactive marketing. The report includes an appendix that details online and offline marketing expenditure trends for 34 individual business categories.

Table of Contents

  1. EXECUTIVE SUMMARY
  2. BIGGER THAN FRANCE
  3. WINNERS AND LOSERS
  4. WHEELS WITHIN WHEELS
  5. ‘TIS THE SEASONAL
  6. THIS YEAR’S OUTLOOK
  7. PROJECTIONS WITH A JOLT
  8. ADVERTISING BY THE BUSHEL  
  9. RETAILING MOVES ONLINE
  10. ONLINE: FRONTLINE
  11. A STORE IN YOUR PHONE
  12. NEXT YEAR AND THE FUTURE
  13. Appendix A: Marketing category definitions
  14. Appendix B: Detailed data on 34 retail categories

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