Encyclopedia of Major Marketing Strategies: Online for SFU researchers!

 Have you seen the "Touch the Rainbow" marketing campaign for Skittles? Or how about Google Chrome's "The Web Is What You Make of It” campaign a few years ago? These campaigns, and more than 100 others, are covered in the new Encyclopedia of Major Marketing Strategies. In addition to such campaigns featuring brands and companies that are common here in our corner of Canada, the EMMS has entries on campaigns run elsewhere by well-known companies (e.g., IKEA's e-Folder campaign in parts of Eastern Europe) and on campaigns that are almost certainly unknown to most of us (e.g., see "The Zimbabwean" for a discussion of that newspaper's "Voiceless Campaign" aimed at raising international awareness of the crisis in their country and raising subscription revenue during a time when most Zimbabwean citizens either couldn't afford to buy the paper, or would be punished for subscribing). Each 3-5 page entry provides the company, brand, and market background (situational analysis) to the campaign being described, as well as details on the target market, the marketing strategy and tactics, and the outcome. Note that this publication is a continuation of a series with a slightly different name: The Encyclopedia of Major Marketing Campaigns: Volume 1 is available in print here in the SFU Bennett Library, and Volume 2 is online.  I've listed all three volumes on the SFU Library's Secondary Market Research guide. This publication is yet another addition to our online reference source collection in the Gale Virtual Reference Library.  We've written many previous posts on the cool resources in the GVRL collection.