I'm very pleased to announce that SFU researchers now have online access to the most recent edition of the Encyclopedia of Major Marketing Strategies, a great source for case studies of major marketing campaigns from 2014 to 2018.

Description (adapted from the publisher):

A continuation of Encyclopedia of Major Marketing Campaigns (1999, 2007, 2013), this fourth volume in the series expands its international coverage through 100 essays covering brands that appeared from 2014 to 2018.

Essays are aligned to the strategic marketing framework, ensuring that the marketing strategies discussed can easily be utilized in an academic environment as case studies, or as illustrative examples often described as “war stories” by professors.

Organizations/campaigns covered are often global in scope and touch on some of the different methods an overseas marketing effort might employ. EMMS also examines green marketing in essays such as Patagonia’s “The Refuge” and Scotts' “Green Screen.”

A few samples: 

• Lush Ltd.: TRANS RIGHTS ARE HUMAN RIGHTS
• Canadian Down Syndrome Society: ANYTHING BUT SORRY
• Snapchat (Snap, Inc.): A NEW KIND OF CAMERA
• Uber Technologies Inc.: MOVE FORWARD

Key features and benefits:

• There were three main criteria for selecting a strategy for inclusion in this ebook: its conceptual value or innovation; the importance of the company or cause for which it was run; and its effectiveness in selling the advertised product or cause.
• The strategies covered in this volume are for products and causes in various categories, such as apparel, automobiles, beverages, human rights, and wildlife conservation.
• Each essay can be read online or downloaded in PDF format.

As always, let me know if you have any questions at all!

-- Mark
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Mark Bodnar
mbodnar@sfu.ca
Business & Economics Librarian