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Marketing Management

Getting Started

You may want to choose a brand with a history.  The brands covered in these books should be good candidates.

Encyclopedia of Global Brands 

Encyclopedia of Major Marketing Campaigns

Encyclopedia of Major Marketing Strategies

Brand Failures:  The Truth About the 100 Biggest Branding Mistakes of All Time

Rankings & Ratings

Finding your brand on one of the many brand ranking projects should be useful.

Interbrand Best Retail Brands 2014

Corebrand Corporate Branding Index

BrandZ Top 100

Forbes World's Most Valuable Brands


JD Power

American Consumer Satisfaction Index

Business Rankings Annual (not just brands)

Ranking The Brands

Market Research Reports

Market research reports offer one stop shopping for may of the topics you need to cover in the brand audit such as sales, marketing trends, competitive environment, and consumer survey results.  If you don't see a market research report for your brand's category ask me for assistance as some reports are in specialized databases or difficult to find in general business databases.

  Euromonitor (Passport)
Covers global consumer categories. Search by brand keyword or expand industries categories. Avoid the brand search on the landing page as it leads to brand share statistics without context.

  Mintel Reports
Cannot search by brand but by broad category. Coverage for consumer products and services in the U.S. with limited international.

Provides marketing reports for many industries in the U.S. Some reports may be too dated for use.

Brand Literature

You will need to search business news and academic research about your brand.  These are the best points of access for both the practical and the scholarly.

Case studies, news and data on global marketing and advertising.

  Business Source Premier (EBSCO)

  ABI/INFORM Complete (ProQuest)

  Advertising Age Datacenter
News, reports and statistics about the advertising industry. For off campus access follow these instructions.

Digital Profile

Find out how your brand fares on the web and social media platforms.

Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand

Alexa Get web analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

App Annie Get app analytics

e-Marketer is an international aggregator of data and reports on digital marketing from over 4000 sources. Access reports, data and news about media usage, social media, mobile, digital advertising, e-commerce, e-mail marketing, and search across a wide range of industries.

This and that

  MRI University Internet Reporter
Search this consumer survey by the product module to find out who uses your brand and what their media consumption habits look like.

Market Share Reporter  Find market share calculations published in trade news, market research reports and by trade associaitons.

Ad$Summary Reports for brand spending by media type

TESS (U.S. Trademark and Electronic Search)  Find out who owns brand's trademarks.

  Advertising Redbooks
Find out about the advertising agencies that make brands.

  Global New Products Database (Mintel)
Find out about new global consumer product brands

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Falvey Library, Room 222

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Last Modified: 2017-06-14 14:09:04