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Library
Business Resources
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BUSINESS
TOPIC GUIDES
Advertising Campaigns and Brand History
This guide lists the
best library resources for the study of advertising and brand history. Book
to borrow, reference books, and journal databases are listed. For help,
contact Librarian Mike Davis, jmdavis@library.umass.edu.
Advertising
and marketing books to borrow are located on the 17th floor of the Du
Bois Library. Use the Library
Catalog to locate books by subject, or try these direct links to major
subject headings.
- Encyclopedia
of Consumer Brands. Three-volume
collection of 600 brand histories from 1950 to present. Location:
Du Bois Reference Collection, Ref. HF5415.3E527.
- Encyclopedia
of Major Marketing Campaigns. Profiles
500 of the most notable advertising campaigns. Each essay includes historical
context, target market, competition, marketing strategy, and outcome.
Location: At Du Bois Reference Desk,
Ref. HF5837.E53.
- International
Directory of Company Histories. Fifty-volume collection of
company histories. Includes brand strategy and promotional campaign
information. Location: Du Bois Reference
Collection, Ref. HD2721I58, and online through the Business
& Company Resource Center database.
Use
journal databases to study any aspect of advertising or brand history.
General
Businessfile is a good starting place. For company histories, search
the Business
& Company Resource Center. Click the Advanced Search icon
and then select Histories from the drop-down menu.
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