Doing the research : Selecting sources

Exercise 3: Selecting books.

You have to write an essay on the problems connected with on-line advertising. You type "on-line" and "advertising" into your library computer catalogue keyword search and obtain the following results. Which ones might be useful to look at? What else do you need to find?

Author:

Levinson, Jay Conrad

Other Author(s):

Rubin, Charles

Title:

Guerrilla marketing on the Internet: the complete guide to making money on-line.

Primary Material:

Book

Subject(s):

Marketing -Data processing
Internet advertising
Marketing
Marketing - Use of.

Publisher:

London: Piatkus, 1995.

Description:

xiii, 303 p: ill; 24 cm.

Notes:

Includes bibliographical references and index.

Call Number:

658.84 LEV


Author:

Fahey, Mary Jo.

Title:

Web advertising and marketing by design

Primary Material:

Book

Subject(s):

Internet advertising
Internet marketing.

Publisher:

Redmond, Wash.: Microsoft Press, c1998.

Description:

xvi, 300 p.: ill.; 19 x 24 cm.

Notes:

Includes index.

Notes:

"Web Advertising and Marketing by Design is a hands-on, step-by-step guide that shows you how to create dynamic advertising and promotional projects for the Web. Advertising and marketing professionals will find new and imaginative solutions to their Web-based challenges, while individuals and small businesses creating their own ads and marketing materials will benefit from solid guidance in creating compelling promotional materials on line. This practical cookbook presents over a dozen of the most effective advertising and marketing materials needed by professionals (press kits, ads, press releases, and catalogs) and gears them specifically for use on the Web." - BOOK JACKET


Author:

Meyers, Albert.

Title:

Developing a Web page using HTML.

Primary Material:

Book

Publisher:

Englewood Cliffs, N.J.: Prentice Hall, 1998

Description:

300p.; 24cm.

Notes:

The HTML 3.2 Web Classroom puts all the subjects and resources available on the World Wide Web through the Internet at your fingertips. The traditional print reference materials have been replaced by browsers, hypertext, and bookmarks, and resources are located throughout the world. Your instructor may be a web-site or a classroom teacher. You study the lessons and take the time on-line to apply them and explore resources that help you create a web-site while learning HTML. How much or how little you use this book depends on you. For example, you get to experience web-sites and the Internet, develop your own Web page and access the power of HTML. The HTML 3.2 Web Classroom is developed pedagogically for use in the classroom or for self-study.

Call Number:

005.72 MEY


Author:

Rapp, Stan.

Other Author(s):

Collins, Thomas L.

Title:

New maximarketing

Primary Material:

Book

Publisher:

McGraw-Hill, 1995.

Description:

Rev and updated.[320]p: ill; 23cm.

Notes:

Previous title: Maximarketing: New Direction in Advertising, Promotion and Marketing Strategy.

The three books coauthored by Stan Rapp and Thomas L. Collins - MaxiMarketing, The Great Marketing Turnaround, and Beyond MaxiMarketing: Success Secrets of the MaxiMarketing Winners - spotlighted the revolutionary shift from mass marketing to the new individualized marketing. In various editions, more than 350,000 copies have influenced a new generation of marketers around the world. Now, 10 years after the appearance of MaxiMarketing, the first book to predict the marketing landscape of the '90s, The New MaxiMarketing is here.

The authors have produced a timely, totally revised guide to what works and what doesn't work in the Information Economy - not only in America but for large and small companies worldwide. To address how far we have come in the decade since MaxiMarketing first appeared, the authors have rethought, refined, modified, and added to their entire system. The New MaxiMarketing is fresh and contemporary - looking at where marketing has been, where it is now, and where it is going in the electronic marketplace of tomorrow. It provides practical guidance for transforming your advertising, promotion, and marketing strategy to take advantage of today's instantaneous communication and unlimited access to information. Pooling their decades of experience on the firing line, the authors illustrate with scores of examples what matters most in marketing today. They take you step by step from maximized target selection to maximized advertising impact, maximized promotion results, maximized prospect involvement, and maximized customer cultivation. Plus, you'll discover where it's all heading - from the pros and cons of marketing on Internet websites to making the most of CD-ROMs, videocassettes-by-mail, electronic couponing, Faxback, and new applications of traditional media.

Call Number:

658.8 RAP


Author:

Bickerton, Pauline.

Other Author(s):

Bickerton, Matthew, Pardesi, Upkar.

Title:

Cybermarketing: How to use the superhighway to market your products and services.

Primary Material:

Book

Subject(s):

Internet marketing.

Internet advertising.

Publisher:

Oxford: Butterworth Heinemann, 1996.

Description:

xvi, 306 p.: ill.; 24 cm. + 2 computer disks

Series:

The marketing series practitioner

Notes

"Free PIPEX DIAL trial disks included"--Cover.

Includes bibliographical references and index.

"Cybermarketing shows how the Internet can support you through the marketing process from the market research stage, all the way through to the execution of the marketing plan. It demonstrates how you can relate existing marketing principles to the use and exploitation of the Net." "Cybermarketing is the only UK book on the subject to have an accompanying web site giving you an up-to-date reference of where you will find examples of good practice, good sources of information and further tips from the authors and practical advice on where to go next." - BOOK JACKET.

Call Number

658.800285467 BIC


Author:

Pearce, Barry.

Other Author(s):

Robertson, Bryan, 1925- Whiteley, Wendy, Art Gallery of New South Wales

Title:

Brett Whiteley: art & life

Primary Material:

Book

Subject(s):

Whiteley, Brett--Exhibitions.

Publisher:

London: Thames and Hudson in association with The Art Gallery of New South Wales, 1995.

Description

240]p: ill (some col.), ports; 28cm.

Notes:

Published on the occasion of the Brett Whiteley Retrospective at The Art Gallery of New South Wales.

Bibliography: p236-237.

Brett Whiteley died in 1992 at the age of fifty-three, ending one of the most prodigious careers in the history of Australian art. He attended Julian Ashton's school in Sydney during the late 1950s while working at the advertising agency Lintas, and then made an impact on the Australian art world just as it was receiving unprecedented international attention. Whiteley achieved wide recognition, spending a long period abroad, exhibiting paintings, drawings and sculpture in Britain, Europe and the United States, before returning to Sydney permanently at the end of 1969. His years in London were particularly formative, when he came into contact with many of the art world's most influential figures, including members of the Abstract Expressionist and Pop Art movements. Whiteley's early paintings startled critics and fellow artists with their sensuality of color and erotic under-drawing. At the root of all Whiteley's work was a draftsmanship of stunning virtuosity, capable of capturing all the poetic arabesque of a river in a single sweeping line of brush and ink, or the erotic curves of the human body in a few searching strokes of charcoal. This book, published to coincide with an exhibition at The Art Gallery of New South Wales - the first major retrospective of the artist's work - presents an illuminating evaluation of Whiteley's achievement. Works dating from the 1950s until the last years of his life, illustrated in 180 color plates, allow Whiteley's fascinating career to be surveyed in its entirety.

Call Number:

759.994 WHI


Author:

Kotler, Philip.

Title:

Marketing management: the Millennium edition

Primary Material:

Book

Publisher:

Prentice Hall 1999

Description:

10th ed

Call Number:

658.8 KOT


Author:

Baker, Sunny.

Other Author(s):

Baker, Kim, 1955-

Title:

Desktop direct marketing: how to use up-to-the-minute technologies to find and reach new customers

Primary Material:

Book

Subject(s):

Direct marketing--Data processing
Database marketing
Direct marketing.

Publisher:

New York; London: McGraw-Hill, c1995.

Description:

xix,391p: ill; 25cm.

Notes:

Includes bibliographical references and index.

Responsive, profitable direct marketing (DM) programs can now be managed from concept to fulfillment by anyone with an appropriately equipped personal computer! If you haven't added desktop power to your DM arsenal yet, the time to act is now - because your competition is gaining on you. And the place to find expert guidance is here, in the first book that propels DM into the desktop age.

Desktop Direct Marketing is your complete road map to this revolutionary new approach. Written by direct marketers for direct marketers, it leads you step by step through the applicable technologies and their uses in DM programs of all sizes. Whether your current efforts emanate from a corporate mainframe or a single-user 386 - and no matter if your yearly mailings number in the thousands or millions - you'll learn how to enhance your DM strength through a rich and growing array of new techniques. With a wealth of photos, illustrations, case studies, and how-to savvy, the authors cover everything needed to maximize desktop direct-response success:. Tools that put you in the fast lane. What computer configurations are best suited for DM purposes? When should you invest in new systems, and when can you get away with upgrades? Which peripheral devices do you need? How about software? Using brand names, the Bakers evaluate and explain the dizzying array of choices - and help you assess your own needs.

(This "consumer's guide" aspect of Desktop Direct Marketing is worth the price of the book alone!).

Technologies you can't afford to overlook. Online services. Databases. Electronic mail systems and bulletin boards. Desktop publishing. Multimedia presentations. By learning to identify the DM potential in each, you'll save time and money on mailings, information searches, market tests, media placement, and other key areas (even telemarketing). There's even a resource guide that helps you locate and sort through these technologies "at a glance." The bottom-line benefits? Reduced time to market ... increased visibility ... lower distribution costs ... and quicker response to buyer needs ... to name just a few. (And with 13 million catalogs and billions of direct mailers distributed each year, can you afford not to try a new approach that cuts through the direct-response barrage?). Desktop-based DM is where the industry is heading, and early adopters will gain the sharpest edge.

So if you're ready to take direct marketing to a whole new level of productivity and profitability - without even leaving your desk - open this pioneering book and begin!

Call Number:

658.872 BAK


Author:

Morse, Stephen.

Title:

Successful product management: a guide to strategy, planning and development.

Primary Material:

Book

Subject(s):

Product management.

Publisher:

London: Kogan Page, 1998.

Description:

2nd ed.

150p.; 24cm.

Series:

Marketing in action series

Notes:

Notes: In this second edition, Stephen Morse focuses on the skills and techniques the product manager needs to be effective. It offers a practical approach to the product management system, covering all aspects of the tasks.

The detailed examples and checklists will assist all product managers whether they are new to marketing or adapting their role as product managers.

Call Number:

658.8 MOR


Author(s):

Castro, Barry. (Ed.).

Title:

Business and society: a reader in the history, sociology, and ethics of business

Primary Material:

Book

Subject(s):

Social responsibility of business
Industries--Social aspects
Business ethics
Industrial sociology
Industrial relations.

Publisher:

New York: Oxford University Press, 1996.

Description:

Includes bibliographical references and index.

Notes:

Combining perspectives on the interplay of two areas of primary importance to our lives - business and society - this anthology brings together a wide range of readings on the subject. Topics include the historical evolution of the business enterprise, the emergence and development of the labor force, and the impact of the international marketplace. Castro concentrates on the moral and social aspects of business, the way it affects national economy, the environment, careers, the disadvantaged, government, and public opinion. Combining the idea that a good business education must also be a good liberal education, Castro is careful to show the connections between the way Americans have done and thought about business in the past, with the way Americans think and do business today. Considering the abundance of socioeconomic issues in everyday life, he shows that business ethics has always been an integral part of business, and that this continues to be true. He shows that the historical, social, and ethical dimensions of business are an inseparable and necessary component of business education. Chosen for their student interest and accessibility, the readings can be used for a variety of different courses covering business and society.

Call Number:

658.408 BUS