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Last Updated: May 22, 2015 URL: Print Guide RSS UpdatesEmail Alerts

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Featured Books

Welcome to the online library guide for Marketing!

Use this guide as a starting point for your research. If you have any questions regarding research in the field of marketing, feel free to contact me. My contact info is located to the right. Begin your search by selecting the appropriate tab from the menu above to find specific types of resources.

These are some of our new books in the library:

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Keeping up the Kardashian brand: celebrity, materialism, and sexualit - Amanda Scheiner McClain
Call Number: E-book (PN1992.77 .K445 EB)
The author explores the Kardashians’ brand and celebrity via narrative discourse analyses of their hit reality television series, Keeping Up with the Kardashians, social media utilization, and popular press coverage.

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Psychological Foundations of Marketing - Allan J. Kimmel
Call Number: HF5415.32 .K498 2013 (Stacks)
Choice Outstanding Academic Title for 2013. This book considers the impact of psychology on marketing practice and research, and highlights the applied aspects of psychological research in the marketplace.

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Retail Branding and Store Loyalty: Analysis in the Context of Reciprocity, Store Accessibility, and Retail Formats - Bettina Berg
Call Number: E-book (HD69 .B7 EB)
Publication Date: 2013
The author analyzes first whether corporate reputation and retail store equity have a reciprocal relationship in determining store loyalty. Second, she evaluates whether retail brand equity or store accessibility provides a greater contribution to store loyalty across different local competitive situations. Third, she investigates whether perceptions of format specific core attributes differ in their impact on the brand building process in saturated and emerging markets.?

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The Human Brand - Chris Malone; Susan T. Fiske
Call Number: Ebook (HF5415.32 .M36 2013 EB)
Publication Date: 2013
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another.

Subject Guide

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Raida Gatten
Contact Info
Raida Gatten
Public Services Librarian/Associate Professor
Woodbury University
7500 Glenoaks Blvd
Burbank, CA 91510

Phone: (818) 252-5218
Fax: (818) 767-4534
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