Marketing Reference Sources

GUIDES & HANDBOOKS

Focus Groups: A Practical Guide for Applied Research, 2nd ed.
3rd Floor Paterno: H61.28.K78 1994

Designing and Conducting Survey Research: A Comprehensive Guide, 2nd ed.
3rd Floor Paterno: Paterno HA31.2.R43 1997

The Dartnell Marketing Manager's Handbook, 3rd ed.
3rd Floor Paterno: HF5414.B7 1994

Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research, 2nd ed.
Business Library, Reference: HF5415.3.B323 1999

The Portable MBA in Marketing, 2nd ed.
Business Library, Reference: HF5415.13.H47 1998

Marketing Know-How: Your Guide to the Best Marketing Tools and Sources, Rev. ed.
3rd Floor Paterno: HF5415.2.F69 1998

Advertising Manager's Handbook, 2nd ed.
Business Library, Reference: HF5823.B634 1999

Mail and Internet Surveys: The Tailored Design Method, 2nd ed.
2nd floor Paterno: HM538.D55 2000

DICTIONARIES & ENCYCLOPEDIAS

The IEBM Encyclopedia of Marketing
Business Library, Reference: HF5412.I32 1999

Companion Encyclopedia of Marketing
3rd Floor Paterno: HF5415.C547353 1995

Field Guide to Marketing: A Glossary of Essential Tools and Concepts for Today's Manager
3rd Floor Paterno: HF5415.H5257 1994

Dictionary of Marketing and Advertising
Business Library, Reference: HF5415.R577 1995

Encyclopedia of Major Marketing Campaigns
Business Library, Reference: HF5837.E53 2000

Major Marketing Campaigns Annual
Business Library, Reference: HF5837.M34

DIRECTORIES

The American Marketing Association International Member and Marketing Services Guide
Business Library, Reference: HF5415.D505

The Direct Marketing Market Place
Business Library, Reference: HF5415.1.D57

GreenBook
Business Library, Reference: HF5415.2.G69

Standard Directory of Advertising Agencies
3rd Floor Paterno: HF5805.S72

Standard Directory of Advertisers
Social Science Library, Reference: HF5805.S722
This title is also known as "The Red Book."

MARKETING WEBSITES

There is growing interest in the cost of Internet advertising. The following Web sites are good sources of information on Web advertising:

AdResource: Web Advertising and Promotion Resources

Internet Advertising Report

Internet Advertising Resource Guide

Explore Marketing Web Sites:

Ad Council
Ad Council produces and provides examples of public service advertisements.

Ad Access
This Duke University site is a digitized collection of more than 7,000 North American print advertisements that were originally published between 1911 and 1955.

Advertising Age
Advertising Age is a leading trade periodical in marketing. This Web site is a good source of news, special reports, and feature articles about advertising related topics.

Advertising World
This site provides an exhaustive directory to advertising related Web sites, linking to more than seventy categories of information ranging from consumer psychology to market segmentation.

American Marketing Association
This is the Web site of a leading professional association in marketing.

American Demographics
This Web site for American Demographics magazine provides full-text articles from this premier trade publication.

Creative Magazine
This is the Web version of a magazine focusing on promotion and marketing.

Guerilla Marketing Online
Guerilla marketing refers to a classic best seller on marketing strategies written by Jay Levinson and Seth Godin. This site discusses this strategy and provides resources for instructors using this classic in marketing courses.

KnowMarketing
This site is part of the Internet's Virtual Library. One feature allows you to jump to online retailers supplying books on topics ranging from market planning to Internet marketing.

MouseTracks
This is a great starting point for locating general marketing information.

Quirk's
This is the Web version of a magazine focusing on marketing research.

Sales and Marketing Management
This Web site for one of marketing's central periodicals provides full-text articles from the magazine plus links to other marketing related sites.

Tilburg University: Marketing & Marketing Research
This site links to academic marketing and marketing related journals, marketing trade periodicals, marketing departments worldwide, professional associations, research institutes, and other marketing resources. It is a very comprehensive site.