Marketing and advertising database with ad campaign case studies, information on consumers, and more. Also includes a Strategy Toolkit (seven modules to help develop strategic thinking), ROI Benchmarker, and Pitch Support (a wizard for finding resources for pitches).
Aggregates and analyzes e-business research and brings it together in analyst reports, daily research articles and the "eStat Database", a comprehensive database of e-business and online marketing statistics.
Also called MediaMetrix, this database provides internet audience measurements that detail online media usage and visitor demographics
Note: This resource is available only on one designated computer at the West Campus Library.
Available online, How to Write a Marketing Plan, 4th edition, simplifies the task of developing a marketing plan for a product or business. Taking a step-by-step approach to the entire process, from carrying out a marketing audit, setting objectives and devising budgets, to writing and presenting the plan and finally, implementation.
Available online, this workbook coaches business leaders to magnify the profits of a business. The first part uses the SWOT Analysis to assess its strengths and weaknesses and identify possible opportunities and threats. The next part positions the business relative to its competitors with marketing mix decisions. The final part motivates them to implement their decisions.
Available online, Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered.