Marketing and branding

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"A Google for marketing people" is how the marketing guru Philip Kotler describes WARC. CBS Library has scheduled two short introductions to the database aimed at CBS students studying and writing about consumer behaviour, marketing, branding etc.

04/04/2019

Brainstorming on marketing

Drop-in sessions (no registration)

CBS Bibliotek Solbjerg Plads
Lecture room, 2. floor. A2.20

9 April 2019, 14:00-14:30
25 April 2019, 14:30-15:00

WARC contains articles from well-known sources within the field such as Admap, Market Leader, International Journal of Advertising, Journal of Advertising Research, and International Journal of Market Research. In addition to this you will find cases, trend analysis, rankings, WARC’s own in-depth reports and much more. 

Get started by simply conducting a search using words describing your subject. Or if you do not have specific search terms yet and need some inspiration, go to the top menu. 

The top menu offers some easy access points to the contents of the site.

Navigate your way through 100+ topics

“Topics” is a great place to start. With 100+ topic pages it gives you a good idea of what WARC offers insights into. You can browse the contents based on interesting subjects such as Branding, Consumer Attitudes, Life stage Segmentation and lots more including consumer research and insights, marketing management and strategy, media channels, and target audiences. You can also browse industry sectors or geographies. 

Keep your ear to the ground

“Latest” is where you’ll find analysis on trends such as “The rise of mass-participation games”, “Trend Snapshot: Virtual influencers”, or “Marketer's Toolkit 2019 – Being effective in short-form video”. 
WARC makes their own reports on all sorts of subjects e.g. “Seriously social” analyzing the most successful social media campaigns or “Marketing Strategy in Asia” which dives into successful marketing campaigns in the Asian region.  
WARC also offers webinars that will bring you up-to-speed on how to tackle marketing challenges with in-depth webinars from leading experts.

How effective is a campaign?

"Case finder" is a great place to look for campaigns and get a description of its purpose and results. You get a lot of different options to narrow down you search. A different way of searching – try it out.

Take a quizz or get help preparing your pitch

WARC has made a "Strategy Toolkit" containing learning resources. You can go through 7 modules and quizzes that tests your marketing knowledge. 
"Pitch Support" helps you utilize the content of WARC in a few steps preparing you for your next pitch, or your next written assignment. It also contains a guide that helps you through the stages of setting up a new business plan.

If you are curious of the marketing industry "WARC 100" contains ranking of the world's best marketing campaigns, agencies, and brands.

Access to WARC

WARC is available on CBS campus and remote if you are a CBS student or staff. For other users WARC is available in the library.



Other relevant databases

Passport: market reports and consumer data
Business Source Complete: academic articles

Find books on marketing at CBS Library

Look for the following numbers on the shelves:

324 Political marketing 658.805 Service marketing
338.48 Tourism marketing 658.810 Marketing-textbooks
339.37 In-store marketing 658.811 Strategic marketing
658.624 Product development 658.812 Marketing communication
658.788 Packaging 658.820 Environmental marketing
658.800 Marketing 658.850 B2C-elektronic marketing
658.801 International marketing 658.900 Retention marketing
658.802 B2B marketing 658.901 Relationship marketing
658.803 Market research 659.1 Advertising
658.804 Consumer behavior 659.18 Brand marketing 

 

The page was last edited by: CBS Library // 04/04/2019