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When you are new to a topic, library-subscribed reference sources can help you define key terms and gain a general understanding. These are similar to Wikipedia, except that they are more authoritative. You can use such sources in your assignments with confidence.
Here are some reference sources that are relevant to Marketing:
A Dictionary of Marketing by 
Dictionary of Marketing Terms by 
The Library has hundreds of thousands of books, both online and in print. They range from introductory texts to in-depth scholarly studies of specialized topics. Search our vast collection with OneSearch.
Your course lecturer may have already put aside textbooks for the course in the Library, which are called "Course Readings". To find your course readings in the Library, click on the course name in the following link:
Department of Marketing Course Readings
This means your course lecturer didn't put aside course materials in the Library. However, you can still search the Library OneSearch to see if the textbook is available at the Library.
For physical course readings, they are not on the open shelves but put inside the User Services counter; and course readings can only be borrowed for 4 - 48 hours depending on the lecturer's preference. The reason for a shorter loan period is to ensure each student has a chance to use the textbook.
You can make use of the Library scanners to scan the pages you need from the Course Readings. Here is the location of scanners in the Main Library:
Concern about copyright? Check out this copyright guide for students:
Copyright & Copywrong: Knowing the difference: I am a student
You absolutely can. HKBU textbooks can be purchased via the Academic & Professional Book Centre (A&P) online store. A&P also has a physical shop located on the ground floor of the Jockey Club Academic Community Centre on the Baptist University Road Campus (BURC).
This book is written specifically for undergraduate and graduate courses in marketing research. It illustrates the interaction between marketing research decisions and marketing management decisions. This book uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies.
Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.
Well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region.
An introduction to marketing using a practical and engaging approach that aims to enrich student understanding of basic marketing concepts, strategies, and practices.
Covers what happens before, during, and after the point of purchase. It investigates how having (or not having) certain products affects our lives; specifically, how these items influence how we feel about ourselves and each other, especially in the canon of social media and the digital age.
This edition is up-to-date with additional emphases on financial, social media, marketing metrics, and decision-making.
Builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs.
Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.
An epub version is also available via the Library.
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers explain ways to make ideas stickier, such as applying the "human scale principle," using the "Velcro Theory of Memory," and creating "curiosity gaps.
How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds that we're barely aware of them? Marketing guru Lindstrom presents the startling findings from his three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy.
This book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand―and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.
Drawing on hundreds of consumer interviews and shop-alongs, this book reveals the trends that define our transformed behavior. For example, when we shop we show greater emotionality, hunting for more intense experiences and seeking relief and distraction online. A profound sense of isolation and individualism shapes the way we express ourselves and connect with brands and retailers. Neurological research even suggests that our brains are rewired, altering what we crave, how we think, and where our attention goes.
This book looks at why major changes in society happen suddenly and unexpectedly. Just as a single sick person can start an epidemic of the flu, so too can a few fare-beaters and graffiti artists fuel a subway crime wave, or a satisfied customer fill the empty tables of a new restaurant. These are social epidemics, and the moment when they take off, when they reach their critical mass, is the Tipping Point.
This book is a unique guide for all students who need to master visual communication through multiple media and platforms. Every communication field now requires students to be fluent in visual storytelling skill sets, and as the present-day media adapt to a multiplatform world (with ever-increasing delivery systems from desktops to cell phones), students specializing in different forms of communication are discovering the power of merging new multimedia technology with very old and deep-rooted storytelling concepts.
The author lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he’ll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he’ll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they’re willing to spend so much more than other consumers.
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons.
SAGE Research Methods provides material to guide you through every step of the research process. From quick dictionary definitions, case study examples, step-by-step data analysis software learning, books and journals about research to video tutorials showing research in action, if you are looking to familiarize yourself with any aspects related to the research process, use this platform to find the answer to your research methods and statistics questions.
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