New! Wiley International Encylopedia of Marketing Online

Wiley International Encyclopedia of Marketing – a multi-volume collection of over 300 articles dedicated to international marketing concepts and applications – is now available online! Designed to encompass the scope of modern marketing the volumes cover a range of disciplines including:

• Marketing Strategy
• Marketing Research
• Consumer Behaviour
• Advertising and Integrated Communication
• Product Innovation and Management
• International Marketing

Edited by Jagdish Sheth and Naresh Malhotra with contributions from leading experts in the field, including Richard Bagozzie, Mickey & George Belch, Dawn Iacobucci and Valerie Zeithaml, this is an excellent resource for understanding current marketing developments, challenges and opportunities.

This publication is available to view via the A-Z electronic journals, note your university username and password is required for off-campus access.
Tip: when accessing off-campus Institutional Login, Select UK Login. After logging in select Publications, Journals

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2011 David Ogilvy Awards available via WARC

The annual ARF (Advertising Research Foundation) David Ogilvy Awards celebrate the extraordinary use of research to create powerful, profitable campaigns. Details of all the 2011 award winners and associated case studies are now available via WARC (World Advertising Research Centre). Examples of available winning case studies include:

• Domino’s Pizza – Pizza Turnaround (the Grand Ogilvy winner)
• Powerade – Keep playing (Gold Winner)
• Wheat Thins – Coming alive with real crunch (Gold Winner)
• Cadbury Caramilk – Key to the secret (Gold Winner)

WARC (World Advertising Research Centre),  is an excellent online database containing over 25,000 articles, case studies, research reports, forecasts and statistics for a wide range of marketing, advertising and media communications topics. Data is drawn from more than 30 leading content sources worldwide including Admap, International Journal of Advertising, ESOMAR and Journal of Advertising Research.

To access WARC see  “Markets & Sectors”  via the library databases on the MBS Library website: http://www.mbs.ac.uk/library

Search Tip: enter David Ogilvy 2011 in the search box to find details of the awards and case studies

For further information on how to access and search WARC see the database guides  via our “How to Research Guides” .