Marketing

PRODUCTS & BRANDS

• America's greatest brands : an insight into 80 of America's strongest brands (REF HD69.B7 A54 2001)


Earlier editions available online.


• Brands and their Companies/Companies and their Brands (REF T223.V4 A25)

Links over 390,000 consumer brands with over 120,000 companies.  Besides print edition, also available online in the database Business & Company Resource Center (select Advanced Search, then Company Profiles/Products).


• Consumer Reports  Available full text in Business Source Premier (1991 to present) and LexisNexis Academic (1988 to present).  Free searching also available via Dialog's Open Access search resource.



• Encyclopedia of Major Marketing Campaigns, Volume 1 (REF HF5837 .E53 2000)
  Profiles of 500 well-known advertising and marketing campaigns of the 20th century.  Each entry provides sections labeled Overview, Historical Context, Target Market, Competition, Marketing Strategy, Outcome, and Further Reading.  Arranged by company, then by campaign.
   
• Encyclopedia of Major Marketing Campaigns, Volume 2
  Updates volume 1 with 474 new essays on campaigns that occurred between the late 1990s and 2005.
  Available online.


• Encyclopedia of Consumer Brands (REF HF6415.3.E527 1994)
  Three volumes of essays on roughly 600 of the most popluar brands in the United States.  Focus on major brands since 1950.  Entries include brand history, marketing strategy, and further readings.  Volume 1 cover Consumable Products (e.g., Snickers), Volume 2 - Personal Products (e.g., Wrangler), and Volume III - Durable Goods (e.g., Ferrari).  Sample Pages: Ocean Spray (pdf).

Revised by Stephen Fadel, 06/22/2008
© 2000-2008 Raymond H. Fogler Library