Typical questions

• • I need materials on B2B marketing strategy.

• • I want to examine case studies of cosmetics advertising campaigns.

Starting points

• • Students of marketing often need case studies and market research data. These can be located using the Business Studies chapter.

• • Other common queries are for industry research (See Company Information), consumer markets (see Business Studies) and advertising. Resources for the latter are contained in the Digital libraries sub-section of this chapter.

Recommended resources

Key organisations

Use these websites to trace news, events, careers and training advice.

Chartered Institute of Marketing (CIM)

www.cim.co.uk

UK professional organisation. Website is a rich source of information containing online articles and audiovisual materials discussing a wide range of topics, including branding and advertising campaigns.

Marketing Society

www.marketing-society.org.uk

British professional association. Online access to videos and articles for members.

American Marketing Association

www.ama.org

A really useful website providing free access to many online articles, films and journal contents pages.

European Marketing Academy (EMAC)

www.emac-online.org

Focuses upon marketing theory and research.

European Marketing Confederation

www.emc.be

Europe's largest marketing professionals organisation. The website includes directories of training courses and details of networking events.

Study guides

Common Language Marketing Dictionary [Basic]

marketing-dictionary.org

A free resource designed for students which is managed by MASB (Marketing Accountability Standards Board). It has over 1,800 definitions of marketing terms and a quiz of the week. It also includes commonly found acronyms. Emphasis toward North American terminology.

News services

Use these specialist sources to locate detailed discussion of campaigns. They also include job listings. Some free access is available to non-subscribers.

AdWeek (Subscription) [Specialist]

www.adweek.com

Weekly trends in advertising and branding, including data.

Marketing Week (Subscription) [Specialist]

www.marketingweek.co.uk

Includes special reports and a resource library of factsheets on marketing skills for subscribers.

Digital libraries

Ad*Access

repository.duke.edu/dc/adaccess

Free access to a fascinating archive of historic American advertising images from 1911 to 1955. Main subject areas: TV, transport, beauty and hygiene.

Creative Club (Subscription) [Basic]

www.creativeclub.co.uk

Over 1.5 million items from UK TV, press, outdoor, internet, cinema and radio advertising.

WARC (Subscription)

www.warc.com

Contains advertising case studies and best practice research from more than 50 marketing industry sources, including The Advertising Research Foundation, Association of National Advertisers and ESOMAR.