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Marketing & Strategy Guide

Reference Tools

When researching a new topic it is often necessary to get an overview, explanations of unfamiliar terms, or brief factual information.

UNB subscribes to a substantial collection of print and electronic reference tools (dictionaries, encyclopaedias, handbooks, guides, and standards) in the fields of Marketing and Strategy.

To find additional reference materials, check our Reference Materials database.

Key Resources

  • Dictionary of Marketing

    A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,600 entries on topics spanning terms for traditional marketing techniques (from strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis), as well as leading marketing theories and concepts. Both classic and modern marketing techniques are covered. Entries reflect modern changes in marketing practice, including the use of digital and multi media, the impact of the world wide web on advertising, and the increased influence of social media, search engine optimization, and global marketing.

  • Key concepts in marketing

    Introduces and examines the key issues, methods, models and debates that define the field of marketing today.

  • Strategy and competition: the Porter collection

    This collection highlights the most important ideas and concepts from Michael E. Porter, recognized worldwide as the leading thinker on strategy. Porter heads The Institute for Strategy and Competitiveness based at Harvard Business School and is the foremost authority on competitive strategy for business, as well as on the competitiveness and economic development of nations, states, and regions.

  • Wiley International Encyclopedia of Marketing

    Marking a landmark work of reference for the field, the Wiley Encyclopedia of Marketing spans six subject volumes and is the first international, multi-volume encyclopedia of marketing.

    With 360 entries from over 500 global experts, the Encyclopedia offers one of the premier business reference sources available worldwide. Entries are arranged alphabetically within each subject volume, and each volume carries an index.

  • Encyclopedia of major marketing strategies [HIL-REF HF5837 .E53 2013]

    Revised volume of the Encyclopedia of major marketing campaigns.

  • Marketing facts: statistics and trends for marketing in Canada [HIL-REF HF5415.12 .C3 M375]
  • Dictionary of Marketing Terms [HIL-REF HF5415 .D4874 1995]

    Brief entries define some 2,500 marketing terms in this dictionary covering everyday professional terminology and the specialized vocabulary in corporate and academic use. This second edition reflects the explosion of the language over the past quarter century. Useful for students and executives. Annotation c. by Book News, Inc., Portland, Or. Distributed by Syndetic Solutions, Inc.

  • Blackwell handbook of strategic management, The
    This title is part of the Wiley/Blackwell Reference Online e-book collection available through the Wiley Online Library.
    Unlimited simultaneous users
  • Sage handbook of social marketing [HIL-REF HF5414 .S244 2011]

    "This benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline." --Provided by publisher.

  • Fairchild dictionary of retailing [HIL-REF HF5429 .O78 2009]

    The Fairchild Dictionary of Retailing defines terms commonly used in all parts of the retail industry, from retail advertising to merchandising and displays. This comprehensive reference for students and faculty in all retailing and merchandising programs lists over 10,000 terms alphabetically with extensive cross-referencing. Global terms used in the retailing industry, including descriptions of retail market structures of countries around the world, are covered.

  • Handbook of Marketing Scales [HIL-REF HF5415.3 .B323 2011]

    The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.

  • Market share reporter (Gale)
    Market Share Reporter (MSR) is a compilation of published market share data about companies, brands, products, commodities, services and facilities in U.S. and international markets. The 2016 and every 2nd year's subsequent edition online edition are available through Gale Virtual Reference Library. Data is compiled from periodical sources (newspapers, magazines, newsletters, government reports etc.) over the previous three to four years. Entries feature a descriptive title; data and market description; a list of producers/products; original sources are also provided. The main method used to store entries in MSR is by name of the report; reports can be found by keyword or by using the Advanced Search feature.
    Unlimited simultaneous users.

Additional Resources

  • Business-to-Business Marketing 2018-2019 (United States)

    RKMA Market Research Handbook

  • FP markets, Canadian Demographics [HIL-REF HC111 .B9]

    The two most recent editions are held in HIL-REF, and the rest are shelved in HIL-STACKS.

  • Media digest [HIL-REF P92 .C3 M324]

    Provides an annual listing of key facts about the Canadian media marketplace.

  • Media Handbook, The [HIL-REF HF5826.5 .K38 2017]

    The Media Handbook provides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client.The Media Handbook includes:examples to provide a better sense of how media planning and buying work in the real world;research studies to give readers additional references for more in-depth information;media terms defined when they are introduced, making readers more comfortable in subsequent discussions; and a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system.This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners. Distributed by Syndetic Solutions, Inc.

  • CARD Online (CARDonline)
    "CARDonline and The Media Information Network ... provides information services to advertising, sales, marketing and corporate communication professionals in print and online. CARD and CARDonline, our flagship services, are designed and managed to enhance the efficiency of professionals involved in buying and selling advertising. Advertising rates and related data are available on every significant medium in Canada and on selected International media."--About page.
    Unlimited simultaneous users.
  • Encyclopedia of sports management and marketing [HIL-REF GV713 .E53 2011]

    This four-volume set introduces, on the management side, principles and procedures of economics, budgeting and finance; leadership; governance; communication; business law and ethics; and human resources practices; all in the sports context.

  • Dictionary of Media and Communication

    The Dictionary of Media and Communication is an authoritative and wide-ranging A-Z providing over 2,200 entries on terms used in media and communication, from concepts and theories to technical terms, across subject areas that include advertising, digital culture, journalism, new media, radio studies, and telecommunications. It also covers relevant terminology from related disciplines such as literary theory, semiotics, cultural studies, and philosophy. The entries are extensively cross-referenced, allowing the reader to link related concepts that span different discourses with ease. It is an indispensable guide for undergraduate students on degree courses in media or communication studies, and also for those taking related subjects such as film studies, visual culture, and cultural studies.

    With highly relevant web links to key essays, images, examples, and websites which complement the A-Z entries, as well as ‘Biographical Notes‘ with web links to key people, this is a valuable resource for media professionals, postgraduates, academics, and researchers and an eminently practical and user-friendly reference for anyone involved in the worlds of media and communication.

  • Wiley encyclopedia of management
    This title is part of the Wiley/Blackwell Reference Online e-book collection available through the Wiley Online Library.
    Unlimited simultaneous users
  • Qualitative Market Research: Principles and Practice [HIL-REF HF5415.2 .Q25 2002]

    Seven slim paperbound texts, boxed together, cover a range of topics connected with the practice of advertising in the UK (although most of the material is applicable in the US as well). An introduction overviews the field and its operations (in particular, the difference between qualitative market research and other forms of market research, and other forms of qualitative inquiry). Subsequent volumes focus on interviews, methods beyond interviewing, analysis and interpretation, brand development, advertisement development, and results delivery. Seven UK authors have contributed expertise based on their many years as market researchers and consultants; they share a lively interest for their work, in particular an interest in drawing together knowledge from both academic and commercial arenas. Each volume is indexed and includes an extensive bibliography. Annotation c. Book News, Inc., Portland, OR ( Distributed by Syndetic Solutions, Inc.

  • Vividata
    Vividata provides statistical data that tracks Canadian consumer demographics, media usage, lifestyle, attitudinal data and brand/product usage across 150+ categories. Data is derived from an annual national survey (Survey of the Canadian Consumer) of 40,000 Canadians (age 14+) surveyed across 50+ markets; data is released in quarterly updates.
    Unlimited simultaneous users
  • Directory of business information resources: associations, newsletters, magazines & journals, trade shows, directories & databases, web sites [HIL-REF HF54.52 .U5 D567 2015]

    The Directory of Business Information Resources offers a complete picture of the information resources needed to participate effectively in a chosen industry.

  • International handbook of electronic commerce [HIL-REF HF5548.32 .I58 2000]
  • Oxford Reference
    Multi-part database of the online versions of Oxford University Press texts. Each topical division contains the searchable version of the latest edition of published dictionaries and encyclopedias. Additionally, information about Oxford University Press is provided. Online texts will be updated after new editions of the print monographs are published. Covers the humanities and social sciences.
    5 simultaneous users.
  • Wiley/Blackwell Reference Online
    Wiley/Blackwell Reference Online "is a vast new online library giving instant access to the most authoritative and up-to-date scholarship across the humanities and social sciences. With more than 350 reference volumes to be published in Blackwell Reference Online by the end of 2008, it is the largest academic reference collection available online and includes the critically-acclaimed Blackwell Companions and Handbooks, major reference works such as the Blackwell Encyclopedia of Management and the Companion to Syntax, and a whole host of other valuable reference materials such as dictionaries, encyclopedias and concise companions."
    Unlimited simultaneous users.
  • American Marketing Association: Dictionary

    Whether you're looking for an obscure phrase or your basic marketing definition, the AMA Dictionary has it all! Originating from the print version in 1995, we're always adding new terms to keep marketers up to date in the ever-evolving marketing profession.

  • Cabells Scholarly Analytics – Journalytics (Business Set) & Predatory Reports
    UNB has access to Journalytics and Predatory Reports offered by Cabells International. Journalytics covers more than 3,000 qualified academic journals spanning UNB's 4 accessible business related disciplines (Accounting, Economics & Finance, Management, and Marketing) to help researchers select the best match to publish their manuscripts. Each entry displays contact information, manuscript and submission guidelines, and actionable metrics to help researchers make informed decisions. Predatory Reports is described as a listing of “deceptive” scholarly journals. Journal titles are added on an ongoing basis. The listing first became available in 2017 as a response to a growing number of predatory publishers. It offers journal information, evaluation metrics, and contains details of practices which threaten to undermine quality research.
    Unlimited simultaneous users.


Key Databases

When searching for journal articles, ABI Inform Complete and Business Source Ultimate databases are usually the best places to begin.

For Canadian articles, consider using Canadian Business & Current Affairs (CBCA) as it contains unique Canadian content that is not available in either Business Source Ultimate or ABI Inform Complete. 

Below are a few UNB-subscribed databases for research in Marketing/Advertising. For additional databases, check the Article Databases page of the library website.

Key Resources

  • ABI/INFORM Complete (ProQuest)
    Indexing, abstracts, and full-text of scholarly and trade journal articles in business, management, and trade. Also covers dissertations, SSRN working papers, market reports, industry reports, business cases, local and regional business information, and global and trade news. Includes full text of The Wall Street Journal and digital images of selected key business journals from the first issue to the present. ABI Help Guide
    Unlimited simultaneous users.
  • Business Source Ultimate (EBSCO)
    Business Source Ultimate provides full text for more than 7,200 scholarly business journals and other sources. Coverage includes virtually all subject areas related to business. BSU provides full text (PDF) for more than 350 of the top scholarly journals dating as far back as 1922.
    Unlimited simultaneous users.
  • Canadian Business and Current Affairs (CBCA) Complete (ProQuest)
    Canadian Business and Current Affairs (CBCA) Complete is the nation's largest and most comprehensive bibliographic full-text reference and current events database. Available through the ProQuest Web interface, CBCA Complete combines full text and indexed content from all four CBCA database subsets (Business, Current Events, Education, and Reference). Subject coverage is comprehensive and information is available from the broadest range of Canadian sources anywhere.
    Unlimited simultaneous users.
  • Passport GMID (Global Market Information Database)
    Passport GMID is an international market research database and analysis tool from Euromonitor. The database contains business intelligence and reports across key industries, companies, markets, and consumers in more than 200 categories for 80 countries. Also available is research on lifestyle, demographic and socio-economic country data that spans 206 countries.
    Passport GMID User Guide PDF
    Unlimited simultaneous users.
  • Statista
    Statista is a multidisciplinary database that aggregates information covering 80,000 topics. Access to data from over 18,000 sources covering 1.5 million statistics. All statistics can be directly downloaded in PNG, PDF, Excel, and PowerPoint formats. Data prepared according to academic citation standards, with a citation tool (APA, Chicago, Harvard, MLA, and Bluebook) and links to the original source for further research. Statista also covers industry reports, studies, forecasts, dossiers, digital market outlook , aesthetically pleasing infographics, and more.
    Unlimited simultaneous users.
  • eMarketer Pro
    eMarketer is the go-to authority on digital marketing, mobile, social media and ecommerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides information to evaluate emerging trends, validate decisions, develop new ways to reach consumers and stay ahead of the competition.
    Unlimited simultaneous users.
  • PsycINFO (American Psychological Association - EBSCO)
    PsycINFO is an abstracting and indexing database of more than 2000 journals (approximately 3.3 million records) devoted to peer-reviewed literature (journals, books and dissertations) in the behavioural sciences and mental health.
    Unlimited simultaneous users.
  • IBISWorld - US/Canadian & Global Industry Reports
    Our IBISWorld database contains a range of comprehensive industry reports in the following regions - United States, Canada and Global. Industry analysis includes key statistics, industry performance, up-to-date forecasts, supply chain information, and competitive landscape. Report ListingsUS Industry Reports: The core collection has 30-40 page reports on more than 700 U.S. industries. The reports are written to the official North American Industry Classification System (NAICS). • US Specialized Industry Reports: NAICS can often be too broad when dealing with small or new industries. IBISWorld is adding new reports every week that follow our standard report format and complement our NAICS collection. • Canada Industry Reports: The Canadian collection has over 400 detailed research reports on a wide variety of Canadian industries with new reports added every month. • Global Industry Reports: 75 Global Industry Reports offer the same clear and up-to-date forecasts as our country-based industry reports, but instead focus on industry performance in key regions like Europe, Asia, the Middle East and more.
    Unlimited simultaneous users.
  • Forrester Research UNB-only login

    Use of this product is restricted to students, faculty and staff of the University of New Brunswick and requires login with a *current UNB Login ID*.

    Forrester Research is a global research and advisory firm specializing in information and communication technologies (ICT) in the following areas: IT infrastructure, networking, software, eCommerce, digital marketing and cybersecurity.

    Faculty, staff or students interested in IT assessment, digital transformation, applications development, IT trends, emerging technologies and their impact on businesses and consumers will find Forrester's reports offer important insights to your research.

    Unlimited simultaneous users.
  • BCC Research Academic Library
    "BCC Research produces comprehensive market research reports to assist with market sizing, forecasting and industry intelligence. They cover topic areas such as biotech, engineering, pharmaceuticals, information technology, energy and resources, nanotechnology and photonics."
    Unlimited simultaneous users.
  • Frost & Sullivan
    Frost & Sullivan provides in-depth full-text market research and strategy reports in various emerging high-technology sectors.
    Unlimited simultaneous users.

Additional Resources

  • Communication & Mass Media Complete (CMMC - EBSCO)
    "CMMC incorporates the content of CommSearch (formerly produced by the National Communication Association), and Mass media articles index (formerly produced by Pennsylvania State University) along with numerous other journals..."--About the database.
    Unlimited simultaneous users.
  • D&B Hoovers (formerly Hoover's Online)
    D&B Hoovers provides company information through a global database of over 120 million company records and business analytics (including financials, contacts, news, reports, triggers, and industry information). It's a great place to begin when researching an unfamilar company. Alongside company information D&B Hoovers can help to build a list of companies to match a customized set of criteria.
    10 simultaneous users only
  • Mergent Intellect
    Mergent Intellect offers subscribed access to detailed business data for over 200 million public and private U.S., Canadian and international companies. Alongside detailed company research, the "Advanced Search" feature of the Intellect interface provides the opportunity to find executive contact information, build contact/mailing lists and much more.
    Unlimited simultaneous users.
  • FP Advisor (formerly Infomart)
    FP Advisor is a collection of 12 databases from the Financial Post (FP) that provide access to detailed information about the top publicly traded companies in Canada. The collection includes: Company Snapshots, Company Surveys, Corporate Analyzer, Investor Reports, Historical Reports, Industry Reports, Predecessor & Defunct, Mergers & Acquisitions, Dividends, New Issues, Fixed Income, and a Directory of Directors.
    4 simultaneous users.
  • Mergent Online
    Mergent Online provides access to financial data for over 25,000 public U.S. and international companies. Results include: company details/history, executives, ownership, key financials, equity pricing, reports, filings, news, competitors, plus a customized Report Builder. Company financial reports for up to 15 years can be downloaded via Excel spreadsheet software. Mergent also offers real-time access to company filings submitted to the SEC (U.S.) and SEDAR (Canada). Additional attributes include a Global Private Company database for over 20 million private companies, reports (industry or equity), economic indicators, and country profiles.
    Unlimited simultaneous users.
  • Vividata
    Vividata provides statistical data that tracks Canadian consumer demographics, media usage, lifestyle, attitudinal data and brand/product usage across 150+ categories. Data is derived from an annual national survey (Survey of the Canadian Consumer) of 40,000 Canadians (age 14+) surveyed across 50+ markets; data is released in quarterly updates.
    Unlimited simultaneous users
  • First Research - Industry Profiles (Mergent Intellect)
    First Research offers knowledge tools (Industry Profiles and State & Provincial Profiles) that are essential for enhancing presentations and learning about key issues within 1000+ U.S. and Canadian industries. Canadian Industries: Select the International/Global Content tab on the Blue Navigation ribbon.
    Unlimited simultaneous users.
  • SportDiscus (EBSCO)
    SportDiscus is an international database that covers all aspects of "sport, fitness, recreation and related fields."
    8 simultaneous users.
  • CAB Direct
    Combines CAB abstracts and CAB abstracts archive into a single database indexing literature in the fields of plant science; animal science; pathogen, pest, parasite, and weed management; natural resources and ecology; forestry, forest products, and agroforestry; soil science; rural development, tourism, and economics; food science and food products; biotechnology; and agricultural engineering. The database is grouped into the following categories: animal sciences, plant sciences, ecology & environmental sciences, agricultural economics & rural studies, human sciences, and leisure, recreation, and tourism.
    4 simultaneous users.
  • Academic Search Premier (EBSCO)
    Academic Search Premier is a multidisciplinary resource that "provides journal coverage for most academic areas of studies."
    Unlimited simultaneous users.
  • Mergent Archives
    Mergent Archives provides access to a vast, indexed collection of historic corporate and industry-related documents covering over 100 countries and industries. Digitized content includes: Mergent (Moody’s) manuals (1909 -), Ford Equity Research Reports for over 4500 U.S. and Canadian companies, 85 years of annual reports beginning as early as 1925, and access to the entire collection of Mergent’s semi-annual industry reports (2003 -).
    Unlimited simultaneous users.
  • OECD iLibrary - Books, Papers and Statistics
    OECD iLibrary is the online library of the Organisation for Economic Co-operation and Development (OECD) featuring its books, papers and statistics and is the gateway to OECD's analysis and data. OECD Books and Papers covers all OECD’s published (ISBN/ISSN) monographs, journals, statistical annuals and periodicals available online in 17 subject themes. The main texts are accessed as PDFs, whilst related tables are in XLS, PDF or HTML.OECD Statistics provides online access to all OECD’s published data, irrespective of format. It includes the dynamic interactive databases, as well as the statistical annuals and periodicals in PDF format, and their related tables in XLS, PDF and HTML. OECD iLibrary Content items (April 2020): • 15 620 ebook titles • 81 600 chapters • 242 220 tables and graphs • 2 305 articles • 6 360 multilingual summaries • 6 620 working papers • 7 billion data points across 44 databases.

    IEA Statistical Databases are not included in this package.
    Unlimited simultaneous users.

  • Films on Demand
    UNB Libraries subscribes to the Master Academic Collection, along with access to FMG Archival Films & Newsreels Collection and the Entertainment Collection. Includes 42,000+ full-length videos and over 323,000 video segments licensed for use in Canada, covering a broad range of subjects including business, social sciences, education, health and medicine, humanities, sciences, and guidance, and including archival films and newsreels. UNB subscribed Collections The Master Academic Collection (over 35,000 titles) The FM Archival Films & Newsreels (5,000+ titles) Entertainment Collection (500+ titles)
    Subscribed multi-user unlimited access per title
  • Kanopy (moderated access)

    On June 1, 2019, UNB Libraries’ transitioned to a mediated access model for Kanopy online streaming, shifting from automatic purchase of titles (receiving four plays or more) to mediated purchases requiring a prior patron request.

    Kanopy is an on-demand streaming video service for educational institutions that provides access to more than 26,000 films each year. Kanopy works directly with filmmakers and film distribution companies to offer award-winning collections including titles from PBS, BBC, Criterion Collection, Media Education Foundation and more.

    Unlimited simultaneous users per leased title.
  • Financial times (
    UNB has purchased a premium online subscription to which provides our academic community with the current Financial Times newspaper, the latest international business, finance, economic and political news, analysis, data, tools, plus RSS feeds. Users can also view the Financial Times on mobile devices by downloading their apps:
    Unlimited simultaneous users.
  • Meltwater - Canadian Newspapers & beyond

    Meltwater is a news service providing UNB users access to newspapers from New Brunswick. The service also offers other NB provincial news sources in addition to newspapers and sources from around Canada, and news sources from around the world. UNB’s access is primarily aimed towards providing access to New Brunswick news through licensed access, but users are welcome to explore beyond those sources should they desire to do so; users can explore licensed news sources as well as those external sources tracked and searched by the service.

    Meltwater access requires users to login by username and password with each visit to the site. Login details are provided on the next screen and will be updated randomly.

    Unknown Limit on Simultaneous Users
  • PressReader - Worldwide Newspapers

    Thousands of newspapers, magazines, and other news sources from 100 countries in 60 different languages. News sources are searchable and current with up to a 60-day backfile at most -- access varies per news source.

    July 2019 NOTE: Please visit PressReader directly to select the newspaper or magazine you wish to read. Title level access is not yet available through the catalogue or the eResources search.

    Due to publisher restrictions online access to the Globe & Mail newspaper is only available while on-campus.
    4 simultaneous users.

  • Dissertations & Theses (ProQuest PQDT)
    ProQuest Dissertations and Theses "is the single, authoritative source for information about doctoral dissertations and master's theses. The database represents the work of authors from over 1,000 graduate schools and universities."

    All PhD dissertations and Master's theses from depositing universities are available from 1997 onwards, unless the document's author has requested a temporary delay.

    It is also possible to search within an interface exclusive to Dissertations & Theses @ University of New Brunswick.

    For UNB theses submitted after 2012, please consult UNB’s institutional repository, UNB Scholar, or the library catalogue, UNBWorldCat.
    Unlimited simultaneous users.

  • Google Scholar
    Google Scholar searches a subset of the Web that Google has classified as "scholarly literature". They do not publish a list of chosen sites, and they do not state how often sites are checked. Some important sources are not covered at all. Thus, Google Scholar alone should not be relied on for comprehensive research.
    Unlimited simultaneous users.

Discovering Market Share

  • Passport GMID (Global Market Information Database)
    Passport GMID contains business intelligence and reports across key industries, companies, markets, and consumers in more than 200 categories for 80 countries. Also available is research on lifestyle, demographic and socio-economic country data that spans 206 countries.
  • Statista - The Statistics Portal
    Statista is a multidisciplinary database that aggregates data/information for 80,000 topics from over 18,000 sources. Statista covers some market share information, industry reports, forecasts, dossiers, digital market outlook plus infographics.
  • Market Share Reporter
    Market Share Reporter (MSR ) is a compilation of published market share data about companies, brands, products, commodities, services and facilities in U.S. and international markets. MSR stores entries by name of the report; reports can be found by keyword or by using the Advanced Search feature.
  • Business Source Ultimate
    When searching BSU use: DE "market share" AND the name of the company/product you are researching.
  • ABI Inform Complete
    In ABI, try a keyword search e.g., "market share" AND telecommunications.

Streaming Video - Marketing, Advertising & PR

  • Kanopy
    100+ top videos including Essentials of Marketing and Retail Strategy.
  • Films On Demand - Marketing Collection
    Includes 300+ videos covering various Marketing topics such as Advertising, Promotion, Consumer Behavior, Global Marketing, Marketing Principles & Strategy, Retailing & Wholesaling, Sales, Ethical & Legal Issues.

Document Delivery

If a journal article is not available at UNB, it can usually be obtained through our document delivery service.  See the document delivery page for the electronic request form.  Article delivery in print or electronic form takes between 2-7 days.


UNB Subscribed Journals

UNB Subscribed Journals

UNB Libraries subscribe to a wide variety of academic journals, magazines, and newspapers, both in print and online.  When searching for journal articles, the Business Source Ultimate and ABI Inform Complete databases are usually the best places to begin.

A few titles in the field of Marketing & Strategy include:


Trade Publications/Magazines

Journal/eBook Packages


Advertising Rates

Document Delivery

If a journal article is not available at UNB, it can usually be obtained through our document delivery service.  See the document delivery page for the electronic request form.  Article delivery in print or electronic form takes between 3-7 days.

Find Books

UNB WorldCat is our catalogue for searching UNB Libraries' collections.  It is useful when you don't have a particular title in mind and are instead searching by topic or keyword(s) to see what is available.  Note that UNB WorldCat also includes links to selected article records by default.  After an initial search you can limit results to books, if desired.

Search UNB WorldCat:
Limit to: 

Books and other materials appearing in your results and not held by UNB may be requested for loan from another institution.  Please refer to the document delivery page for electronic request forms and more details.

When searching our library catalogues, try using one of the following marketing-related subject terms:

  • Marketing
  • Marketing Planning
  • Customer Relations
  • Advertising
  • Social Media
  • Internet Advertising
  • Relationship Marketing
  • Marketing Research
  • Retail Trade
  • Sports Marketing
  • Strategic Planning

Many marketing titles can be found on the shelves in Harriet Irving Library in the Call Number range: HF 5410-5417.5 

Government Documents

Our Government Documents, Data, and Maps Department website also provides access to a variety of materials. This web site includes a list of Internet sites of federal, provincial and international governments which provide information sources and publications for downloading, to supplement the collection found in UNB WorldCat.

UNB Libraries is a depository library for the federal Depository Services Program (including Statistics Canada publications), the European Union, the Asian Development Bank and the United Nations. Contact the Government Documents Information desk for help.


Document Delivery

Books and other materials not available at UNB may be available for loan from another institution through our document delivery service.  See the document delivery page for electronic request forms and more details.  Delivery in print or electronic form usually takes between 3-7 days.


Marketing Plans

Marketing Plans

UNB Libraries carries a variety of electronic/print books about marketing plans. Below are a few examples:

eBooks - UNB Libraries

Print - UNB Libraries

  • Stasch, S. (2010). Creating a successful marketing strategy for your small new business. Praeger/ABC-CLIO.
    HIL-STACKS: HF5415.13 .S8573 2010

  • McDonald, M. (2006). Marketing plans for service businesses. Elsevier. HIL-STACKS: HD9980.5 .M388 2006

  • McDonald, M. (1999). Marketing plans: how to prepare them, how to use them. Butterworth-Heinemann. HIL-STACKS: HF5415.13 .M3695 1999

Internet Resources - Marketing Plans

Infographics & Web Resources


A number of marketing professionals are turning to infographics (a content marketing tool) to present their ideas/stories in a visually appealing format. Infographics usually contain a combination of data, statistics, images and/or illustrations that graphically tell the story.

To learn more about creating infographics, take a look at A Quick Guide to Creating Compelling Infographics by Jonathan Crowe from OpenView Labs.

A number of free (and fee-based) infographic resources are available such as:

Need ready-made infographics? Take a look at the Infographics within our Statista database. Statista creates daily infographics on trending topics. 

Free Web Resources

Citing Your Sources

Citing Your Sources

Accurate, properly formatted references and bibliographies are hallmarks of good academic research, as they acknowledge the source of any ideas you mention in your writing, document your research, and provide the information your readers need to track down your sources.

The standard citation style for Business is American Psychological Association (APA) style, but your instructor may require or recommend that you use another. Always check your course syllabus or ask your instructor to be sure you are using the correct citation style.

The Publication Manual of the American Psychological Association (7th Edition) provides guidance on writing research papers and acknowledging sources. The below examples, based on APA style, are intended to provide help on how to format in-text references/citations in a reference list for the kinds of resources frequently used by Business students and faculty. 

In addition to these examples, citation management tools like Zotero can help you with your research, as they can serve as a repository for your references and are able to auto generate* in-text citations and a Reference list.

*Just a word of caution when using auto generation: double check the citations and references for accuracy, as they are generated by vendor software not humans! 

Every Business assignment (e.g., report/paper) must include references that have TWO parts:

  1. In-Text Reference (Citation): The purpose of in-text references/citations is to identify the sources of your information and to distinguish your ideas from those of others. In the body of your paper, provide the surname of the author(s) and the year of publication to credit a specific passage/idea used. You can provide the reference information in your own text or within parentheses. The standard format is: (Author, Year of Publication, Page Number*). *Page number is required for direct quotes, but optional when paraphrasing. 
    1. Example for narrative in-text citation: In Dill’s 2021 article, it is cited that certain industries like health, retail and food services have experienced especially high rates of turnover. 
    2. Example for parenthetical in-text citation: Certain industries like health, retail and food services have experienced especially high rates of turnover (Dill, 2021). 
  2. Reference List: The purpose of the list is to guide your reader to the sources you have used in your paper. At the end of your paper, on a separate page, provide the full details of all sources in a reference list, entitled “References” (without quotation marks and centered). Your reference list should display each entry in alphabetical order by the surname of the first author. Each reference entry should be double-spaced with the second line indented. Double-spacing is also required between all entries. APA Style has a useful Guide to Creating An APA Style Reference List

See the below Reference List examples for frequently-used UNB Libraries’ business databases. Note that due to formatting constraints, they do not display double-spacing or indentation. The Examples are also available in PDF format

Reference List Examples

Business Source Reference List Examples
ABI/INFORM Complete (ABI) Dill, K. (2021, Oct 15). America's workers are leaving jobs in record numbers; U.S. workers handed in nearly 20 million resignations this spring and summer. Wall Street Journal (Online)
BCC Research BCC Publishing Staff. (2021, November). Smart grid: Global markets to 2026 (ENG032A). 
Bloomberg Bloomberg. (n.d.). Stock price graph for Bank of Montreal 1/01/2020 to 12/31/21 [Data set]. Retrieved January 14, 2022, from /
Bloomberg Businessweek Rai, S., Ghosh, S., Kalesh, B., & Luo, J. (2021, November 8). India’s fintech boom. Bloomberg Businessweek, (4719), 25–26.
Business Plans Handbook (Gale) Gale. (2021). Electronic waste collection and recycling business. In D. Craft (Ed.), Business plans handbook (Vol. 51, pp. 69-81). Gale Directory Library. 
Business Source Ultimate

[Journal Article]

Joshi, A., Hambrick, D. C., & Kang, J. (2021). The generativity mindsets of chief executive officers: A new perspective on succession outcomes. Academy of Management Review, 46(2), 385–405. 

[MarketLine company profile]

MarketLine. (2021, August 19). Tesla, Inc. [Company profile]. Business Source Ultimate. 

[Political Risk Yearbook country report]

PRS Group. (2021, July). Brazil country report. Political Risk Yearbook. Business Source Ultimate. 

Canadian Business & Current Affairs Complete (CBCA)

Team Canada unveils winning wardrobe: Lululemon worked with athletes to create uniforms that marry fashion and function. (2021, Oct 27). Toronto Star, B10. 

[Note that for news articles with no attributed author, move the title to the first position in the reference list. In text, use the article title in "quotation marks" in lieu of the author's name. For long titles, just use the first few words.]

Company Webpage - Company Reports & Filings (Public Webpage) Roblox Corp. (2021, August 16). Quarterly Report  
D&B Hoovers

[Company Profile]

Dun & Bradstreet. (n.d.). Beyond Meat, Inc. [Company profile]. Retrieved November 9, 2021, from 

[Note: Because the above report is regularly updated, a retrieval date is included in the citation.]

[Industry Profile]

Freedonia Focus Reports. (2021, June). Beverages: United States [Industry profile]. Dun & Bradstreet. 

EconLit Baudot, L., Huang, Z., & Wallace, D. (2021). Stakeholder Perceptions of Risk in Mandatory Corporate Responsibility Disclosure. Journal of Business Ethics, 172(1), 151–174.   
EDGAR – U.S. Securities & Exchange Commission (Public Website) Tesla, Inc. (2021, February 8). Tesla, Inc.: Form 10-K 2020. EDGAR. 

Many eMarketer reports are covered by analysts. Analysts should be used as authors.

von Abrams, K. (2021, October 21). The global media intelligence report 2021: A reference guide to consumers’ media use in 43 countries. eMarketer.  

First Research  See Mergent Intellect
Forrester Research

Forrester reports are covered by analysts. Analysts should be used as authors.

Liu, J., Collins, E., McElveen, S., & Turley, C. (2021, October 26). Know your social media audience in 2021 — And if they want to interact with you. Forrester. 

Freedonia Focus Reports See D&B Hoovers 
Frost & Sullivan Frost & Sullivan. (2021, November 3). Global healthcare personal protective equipment growth opportunities (K638). 
FP Advisor (formerly Infomart)

FP Advisor. (n.d.). Corporate snapshots: Royal Bank of Canada. Retrieved January 19, 2022 from

[Note: Because the above report is regularly updated, a retrieval date is included in the citation.]

Harvard Case Study  Puri, S. (2022). Should you compromise your founding principles for faster growth? (Harvard Business Review Case Study No. R2201X-PDF-ENG). 
IBISWorld - Industry Reports

IBISWord Industry reports are covered by analysts. Analysts should be used as authors

McGrath, S. (2021, May). Fruit and nut farming in Canada (IBISWorld Canada Industry Report 11135CA). IBISWorld.

Market share reporter (Gale) Gale. Leading Children's Apparel Store Operators, 2019. (2021) In V. L. Burton, III & R. S. Lazich (Eds.), Market Share Reporter (31st ed.). Gale. 
MarketLine company profile See Business Source Ultimate
Meltwater - Canadian newspapers & beyond (formerly Infomart) Bishop, J. (2021, November 4). Atlantic coast becomes one of the 'most reliable places' to find great white sharks. New Brunswick Telegraph Journal (Print Edition), A3.
Mergent Archives Mergent Inc. (2019, October). Biotechnology Asia-Pacific: a company and industry analysis. Mergent.
Mergent Intellect 

[Company Profile]

Mergent Inc. (n.d.). Shopify Inc. [Company Overview]. Retrieved November 8, 2021 from

[Note: Because the above report is regularly updated, a retrieval date is included in the citation.]

[First Research Industry Profile]

First Research (2022, January 10). Venture Capital. First Research. Mergent. 

Mergent Online

Mergent Inc. (n.d.). Costco Wholesale Corp [Company financials data set]. Retrieved November 8, 2021 from

[Note: Because the above report is regularly updated, a retrieval date is included in the citation.]

OECD iLibrary -- Note OECD iLibrary contains books, papers, and statistics

OECD reports are covered by analysts. Analysts should be used as authors.

Lane, M., & Saint-Martin, A. (2021, Jan 25). The impact of Artificial Intelligence on the labour market. OECD Publishing. OECD iLibrary.


Passport reports are covered by analysts. Analysts should be used as authors.

Solomon, D. (2021, Oct 25). Global economic outlook: Q4 2021. Euromonitor International. Passport GMID.


In PitchBook, you may use search filters to create different kinds of lists. To cite these lists, use square brackets to describe how you compiled your list. 

PitchBook Data. (n.d.). [List of completed buyouts in Canada between Jan 1 202 and June 1 2021]. Retrieved November 12, 2021 from

PitchBook Data. (n.d.) Saeplast [Company profile]. Retrieved November 12, 2021 from

[Note: Because the above report is regularly updated, a retrieval date is included in the citation.]

Political Risk Yearbook Country Report See Business Source Ultimate
PressReader - Worldwide Newspapers Waldie, P. (2021, Nov 12). Ugandan activist finds her voice and spot in the picture. Globe and Mail (Print edition), A4. 
SEDAR - Canadian Securities Administrators (public website) Thomson Reuters Corporation. (2021, November 4). 52-109F2 - Certification of interim filings - CEO (E). SEDAR.

Statista is a statistics portal that brings together data/information from 18,000 different sources. If Statista notes a source, then the source should be used as the author.

Marketplace Pulse. (2020, June). Most popular categories among handmade Etsy sellers worldwide as of June 2020, by share of sellers [Graph]. Statista. 

Statistics Canada Statistics Canada. (2021). Table 21-10-0011-01 Commercial and industrial machinery and equipment rental and leasing, sales by type of client [Data table].
Vividata Vividata. (2021, Spring). Finance\Online banking - personally used past 3 months [Base: Age 14+] [Data set].

Citing Indigenous Knowledge

Indigenous scholars have long pointed out the ways the rules of academic citation styles can be exclusionary. Following the existing rules, it can be difficult to grant Indigenous knowledges, particularly oral teachings, the respect they deserve. In 2021, Lorisia MacLeod of the James Smith Cree Nation published templates for citing Indigenous Elders and Knowledge Keepers in various styles. MacLeod's complete article is available here

Here is her template for APA format:

Last name, First initial. Nation/Community. Treaty Territory if applicable. Where they live if applicable. Topic/subject of communication if applicable. personal communication. Month Date, Year.

For example: 

Cardinal, D. Goodfish Lake Cree Nation. Treaty 6. Lives in Edmonton. Oral teaching. personal communication. April 4, 2004.

Key Resources

APA Style Resources

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Business; English; Economics; Philosophy