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Last Updated: Aug 25, 2014 URL: http://woodbury.libguides.com/marketing 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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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.

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Brand Real - Laurence Vincent
Call Number: HF5415.1255 .V55 2012
Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere.

Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies.

Subject Guide

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

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