Marketing - "How to" E-Books
The SAGE Handbook of Social Media Marketing by Call Number: Online at SAGE KnowledgeISBN: 9781529743784Publication Date: 2022-09-01
The SAGE Handbook of Digital Marketing by Call Number: Online at SAGE KnowledgeISBN: 9781529743791Publication Date: 2022-09-01
Marketing Plans: Samples on the Web
- Small Business Administration: Market research and competitive analysisA section from the U.S. Small Business Administration's webpages, which in addition to marketing includes advice on business plans, finance, and taxes.
- How Marketing Plans WorkAn online full-text article about marketing plans, written by Lee Ann Obringer - a staff writer for HowStuffWorks with a degree in journalism/advertising from the University of North Carolina at Chapel Hill. The article covers topics such as market segmentation, price and promotion strategies.
Handbooks, Encyclopedias, and Dictionaries
Business Plans Handbook (14 vols.)
Call Number: REF HD62.7 .B865Although somewhat older, and not specifically geared to marketing, the Business Plans Handbook series provides sample business plans (including marketing issues) for a wide variety of enterprises (e.g. advertising agency, bagel shop, internet café, etc.) View the full-text of the contents of volumes 1-12 online by linking from the Sawyer online catalog to the Gale Virtual Reference Library, business category.
The Advertising Age Encyclopedia of Advertising (3 vols.)Call Number: REF. HF5803 .A38 2003ISBN: 1579581722The essays in this three volume set fall into one of four categories: agency histories; advertiser, brand, or market history; biographies; and the theoretical, methodological, or practical aspects of marketing and advertising.
Marketing Scales Handbook: a Compilation of Multi-Item MeasurementCall Number: REF. HF 5415.3 .B785 1992-2001ISBN: 0877572267Discusses scales relating to consumer behavior, advertising measures, and other areas. Evaluation of each scale includes a description, origin, samples, reliability, and validity.
PDMA Handbook of New Product DevelopmentCall Number: REF. HF5415.153 .P35 2005ISBN: 0471485241Topics include market analysis and segmentation, launching a new product, and post-launch evaluation.
Marketing websites
- American Marketing AssociationThe American Marketing Association is one of the largest professional associations for marketers. Besides a career center, there are articles & reports, marketing tools, and a section on best practices. Some of the information is available only to members, but many of the resources can be accessed by nonmembers, as well.
- KnowThis.comThis site contains useful basic marketing information, such as "Marketing Basics, History," "Internet Marketing," and the tutorial "How to Write a Marketing Plan." However, for high-quality market research, the site links out to fee-based resources.
- Experian Simmons: White PapersExperian Simmons offers a small collection of white papers for free, with personal registration. These papers discuss various topics related to consumer research, such as "green" consumers, voter behavior, and internet access. "Experian Simmons--formerly named Simmons Market Research Bureau--is a wholly-owned subsidiary company of Experian Marketing Solutions."
Marketing for Non-Profits
Mission-Based Marketing: Positioning Your Not-for-Profit in an Increasingly Competitive WorldCall Number: SAWYER LIBRARY 4TH FLOOR HF5415 .B667 2010ISBN: 047060218X
