MBA 262.1: Strategic Brand Management

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Monica Singh
Evening MBA Program Librarian
Office Hours: by appointment
msingh@library.berkeley.edu
(510) 643-0528

Micaela Agyare
Reference & Instruction Librarian
Office Hours: by appointment
magyare@library.berkeley.edu
(510)768-7946

Introduction

This research guide is designed to help you find resources for your strategic brand management assignments, projects, and marketing plans. It is by no means an exhaustive list of everything the library has available.

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Access

On campus wireless access use: Airbears 2: wireless access on campus.

Off-campus access to many resources is limited to current UCB faculty, staff and students.
To access these resources from off-campus, please use one of the following:

Proxy Server
The proxy server is a computer on campus that will re-route your requests for licensed resources after authenticating you as a Berkeley student, faculty or staff member. You must configure your web browser in order to use it.

Proxy changes: Recent changes in the proxy server may have affected some users; see the Library's Proxy Server FAQ. iPhone, iPad, or iPod Touch proxy server setup instructions.

Virtual Private Network (VPN)
The VPN is a software program that will establish a "tunnel" to our campus network, allowing you to access a broader variety of licensed resources.

 

Find Books

Use the OskiCat catalog to search for books. Branding, brand name products, and product management are all subject headings in OskiCat. Try searching these in conjunction with advertising, market segmentation, marketing research, pricing, etc. Choose the subject search box and restrict the search to the Business and Economics Library location menu. E-books may be located and used online through Ebrary.

Librarian Recommendation


Best Customers: Demographics of Consumer Demand Shows the top consumers of various products by region, age, and race.
Located in the Reference Collection HC79.C6 R87


Market Share Reporter A print source providing market share for products and companies.
Located in the Reference Collection HF5410.M35. Read at Google Read at Google

Marketing Plan Books

There are many books in the Business Library on marketing plans. Use the OskiCat catalog to search for books by subject heading marketing planning. Below are a few select titles:

Marketing plans : how to prepare them, how to use them /
Author: McDonald, Malcolm.
Call #: Business & Economics HF5415.13 .M369183 2007
Read at Google Read at Google

Read at Google Read at Google
Marketing plans that work
Author: McDonald, Malcolm.
Call #: Business & Economics HF5415.13 .M3154 2002
Read at Google Read at Google

Find Articles

Key Academic and Trade Journals

Advertising Age
Tabloid style marketing and communications industry magazine - who's who, news, market share, corporate strategy, plus an annual list of top 100 corporations by advertising expenditure.
Brandweek
A weekly publication of articles, interviews, business profiles, licensing, new products and new campaigns aimed at professionals in marketing in agencies and client companies.
Brand Strategy
Provides news and information especially relevant to individuals involved in brand management and new product development.
Journal of Brand Management
Explores the strategies of players in the global marketplace, trends and techniques.
The Journal of Product & Brand Management
Covers the latest strategies in product and brand management and pricing.

Company Profiles

Market Research Reports

This category includes ready-made market research reports.  The content of these will vary, but most should include:

For a complete list of Market Research databases Berkeley subscribes to, go to the Business Library's Databases by Subject page and choose "Market Research." 


Finding Demographic Information

MediaMark
Contains the results of a national probability sample of U.S. consumers and provides very detailed data for specific consumer goods.
Registration required.

SimplyMap
A web-based data analysis and mapping application that allows users to create custom thematic maps, tables and reports using demographic, business, and marketing data for the United States. Includes over 70,000 data variables related to demographics, employment, real estate & housing, crime, businesses, consumer spending, and points of interest data from the US Census, historical US Census data (1980, 1990, 2000), SimmonsLOCAL data from Experian, and Nielsen Claritas PRIZM data.

SRDS Local Market Audience Analyst
The Local Market Audience Analyst can generate reports and maps showing demographics, consumer preferences, and lifestyles by U.S. county or metropolitan area.
Works ONLY in Internet Explorer on Windows PCs.
At the welcome page, click where it says “Click here to access SRDS Services”.

American FactFinder
Locate and download census data for U.S. markets.

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