Examples of library resources that may be used as supplemental materials. All library resources listed have 24/7 access on or off campus.
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Encyclopedia of Major Marketing Campaigns
An annual publication that profiles important marketing campaigns of the 20th century.
Experiential Marketing: Secrets, Strategies, and Success Stories from the World's Greatest Brands
The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach--including Coca-Cola, Nike, Microsoft, American Express and others--open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You'll learn: The history and fundamental principles of experiential marketing How top brands have reset marketing mixes as experience-driven portfolios The anatomy of a brand experience The psychology of engagement and experience design The 10 habits of highly experiential brands How to measure the impact of experiential marketing How to combine digital and social media in an experiential strategy The experiential marketing vocabulary How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today's customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.
Key Concepts in Marketing
Introduces and examines the key issues, methods, models and debates that define the field of marketing today.
Key Concepts in Public Relations
Key Concepts in Public Relations provides a comprehensive, easy-to-use overview to the field.
Strategies in Marketing
This volume offers an introduction to a number of marketing policies and strategies as well as their applications in a variety of marketing channels. It begins by describing promotional policies and strategic marketing approaches before discussing a number of applications, including Internet marketing and personal selling.
Studies in Marketing & Advertising
This volume offers an introduction to the principles and strategies of advertising and marketing. The collection begins by reviewing managerial strategies in advertising, marketing, and sales groups before examining the principles of marketing and advertising that ensure the efficient use of resources and that effectively promote the company and its products and services.
Teach Yourself: Social Media Marketing In A Week
Provides readers with insight and case studies to understand what social media marketing is, its purpose, benefits and potential pitfalls.
Teach Yourself: Successful Digital Marketing in a Week
Learn the ins and outs of Digital Marketing tools, technologies, and successes in an easy-to-follow format.
Visual Content Marketing: Leveraging Infographics, Video, and Interactive Media to Attract & Engage Customers
Your ticket to generating better results through infographics Visual Content Marketing is a more than just a guide to infographics. Written for business people dealing with complex offerings, this is a hands-on, in-the-trenches guide to leveraging this emerging medium to reach bottomline business goals. Uniquely, this book addresses the full range of visual solutions, with an emphasis on using these products to create real business value. Inside, you'll learn the ins and outs of infographics, interactive pictograms, video, animations, data-driven visualizations, and other conversion-generating graphical content. Get inspired by the groundbreaking examples showcased here, and learn how to manage every aspect of visual content, from sourcing suppliers to leveraging content on the appropriate media platforms. Author Stephen Gamble is a leader in visual marketing solutions, with over twenty years of experience in the industry. Thousands look to his firm, Frame Concepts, for insider tips on generating revenue with the help of innovative graphics. This insider knowledge is at your fingertips in Visual Content Marketing. To meet your demanding business goals, you need new ideas. This book will show you how to infuse visual content where and when it counts. Generate high-quality leads and revenue with infographics, video, data visualizations, and more Identify the visual marketing and engagement strategies that will work for your business Source and manage talented content suppliers who will deliver on your strategic vision Integrate eye-popping visual solutions to update your brand and achieve your business goals Focusing on the visual is the secret to success in the effort to win customer engagement and attention. Visual Content Marketing is applicable to every business function and industry. With this book, you have the start-to-finish information you need to leverage visual solutions to great effect.
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