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Marketing

Getting started

This guide covers topics related to marketing: advertising, market research, public relations, branding and more.

When launching products or services, expanding into new areas or simply just taking the pulse of their market, most companies will perform some type of market research involving information about their industry. They will also want to know more about their target clientele in order to find the best way to reach potential clients. Typically, they will gather data about individuals’ age, gender, occupation, income, education, marital status and much more.

While demographics take into account factual information, psychographics are used to classify consumers according to their attitudes, beliefs, interests, lifestyle.

For more information on market research, please consult our Demographics and Market Research guide.

 

Primary versus secondary data

Primary data involves some sort of observation and/or interaction with a sample population. Popular methods used to gather primary data are interviews, focus groups, surveys. Another good source for primary data represents the messaging coming directly from a company in what it says about itself in their communications (annual reports, press releases, direct interactions with their clients via tweets for example)

Secondary data is information that has already been collected by someone else. Examples of secondary data: market reports, news, statistics (industry or sociodemographic), books, etc. Trade associations, the government, media are good sources for secondary data.

If you are looking for market reports resources, please consult our Industry Information guide.

Introduction to marketing

Here is a list of books you can use if you need to familiarize yourself with marketing related terms and concepts. 

Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.

Here is a list of books you can use if you need to familiarize yourself with marketing related terms and concepts. 

Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.

Here is a list of books you can use if you need to familiarize yourself with marketing related terms and concepts. 

Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.

Here is a list of books you can use if you need to familiarize yourself with marketing related terms and concepts. 

Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.

Here is a list of books you can use if you need to familiarize yourself with marketing related terms and concepts. 

Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.

Here is a list of books you can use if you need to familiarize yourself with marketing related terms and concepts. 

Please note some of these books might be reference books; reference books are only available for use in the library. You can identify those by looking at the Copies tab in the record of each book – the Location section should say Sherman Library Reference and the Status section should say LIB USE ONLY.

Required/recommended materials for selected marketing courses

MKT 5125 Marshall, David. Marketing Management.
MKT 5200 Xanedu. Case Studies
MKT 5200 Weinstein, Art. Superior Customer Value. (2019)
MKT 5235 Keegan, Warren J.; Green, Mark C.  Global Marketing. 
MKT 5255 Venkatesan. Marketing Analytics.
MKT 5256 Hanlon, Annmarie. Digital Marketing.
MKT 5270 Belch, George E.; Belch, Michael A. Advertising and Promotion: An Integrated Marketing Communications Perspective.

 

MKT 3050 Armstrong, Gary; Kotler, Philip. Marketing. (2013)
MKT 3060

Solomon. Consumer Behavior-mylab Marketing.

MKT 3210 Manning, Gerald. Selling Today - 2019 MyLab Marketing with eText
MKT 3320 Cateora, Philip R. International Marketing. (2009)
MKT 3600 Visser. Digital Marketing Fundamentals.
MKT 3620

Barry, James M. Social Content Marketing for Entrepreneurs. (2015)

MKT 4100 Revel For Integrated Advertising, Promotion and Marketing Communications.