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BUSA: Business & Marketing: Books on Marketing & Advertising

This research guide is intended to help students in Marketing courses find research relevant to marketing trends and industries.

Books on Marketing & Advertising

Ads, Fads & Consumer Culture, 6th edition

This book explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics covered are the role of brands, the problem of self-alienation, and how both relate to consumption. Author Arthur Asa Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis.

HF 5823 .B438 2021 Print

Influencer Industry: The Quest for Authenticity on Social Media

Before there were Instagram likes, Twitter hashtags, or TikTok trends, there were bloggers who seemed to have the passion and authenticity that traditional media lacked. This book tells the story of how early digital creators scrambling for work amid the Great Recession gave rise to the multi-billion-dollar industry that has fundamentally reshaped culture, the flow of information, and the way we relate to ourselves and each other.

HM 742 .H86 2023 Print

Teach Yourself Mobile Marketing in a Week

In this short, accessible book, author Nick Smith shares a lifetime of hard-earned wisdom and practical advice, giving you, in straightforward language, all the mobile marketing expertise you need to run successful mobile campaigns.

HF 5415.1265 .S6146 2019 Online

Ultimate Marketing & PR Book, 2nd edition

This dynamic collection of essential marketing skills covers the topics that will help you make a seismic impact upon your campaign's performance -- faster than you ever thought possible.

HF 5415 .D285 2018 Online

Marketing Fashion: Strategy, Branding & Promotion, 2nd edition

This practical guide covers the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity. The text explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies, using examples and case studies drawn from a broad range of fashion, textile, and retail businesses.

HD 9940 .A2 P67 2015 Online

Principles of Business: Marketing

Everything you need to know about marketing is addressed in this comprehensive introduction: strategies, principles, issues, and key ideas.

HF 5415 .P75 2017 Print & Online


This book is the first to explore the development of advertising from an international perspective. Delving into the origins of modern advertising, it also examines the evolution of the current global advertising landscape, with all its rivalry and consolidation.

HF 5823 .T83 2013 Print

Advertising: Principles & Practice, 8th edition

Each chapter opens with a case study that features award-winning campaigns recognized by the N.Y. American Marketing Association as outstanding examples of effectiveness.

HF 5823 .W455 2009 Print

Consumer Psychology: A Study Guide to Qualitative Research Methods

This concise guide to qualitative consumer research and ethnography presents the major approaches used in consumer and marketing research, as well as practical procedures and theoretical aspects of research design and report presentation.

HF 5415.32 .H33 2016 Online

Key Concepts in Marketing

This book examines the key issues, methods, models and debates that define the field of marketing.

HF 5415 .B4852 2009 Online

Using Qualitative Research in Advertising

This book discusses both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Practical advice on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.

HF 5814 .U78 2012 Print

Multi-Platform Advertising Strategies in the Global Marketplace

This book is on the latest multi-platform advertising strategies in the global marketplace. It is accessible to advertising, marketing communications, and marketing practitioners to better understand this emerging phenomenon.

HF 5804 .M85 2018 Print

Careers in Social Media

Provides job descriptions and employment outlook for a variety of social media careers, including Advertising Director, Marketing Director, Art Director, Copywriter, Graphic Designer, and Market Research Analyst.

HM 742 .C37 2018 Print & Online