Marketing and branding
Photo from Colourbox by Suchada Toemkraisri
WARC contains articles from well-known sources such as Admap, Market Leader, International Journal of Advertising, Journal of Advertising Research, and International Journal of Market Research. In addition to this, you will find cases, trend analysis, rankings, WARC’s in-depth reports and much more.
Get started by simply conducting a search using words describing your subject. If you do not have specific search terms, go to the top menu. It has easy access points to the contents of the site.
Navigate your way through 100+ topics
"Topics” is a great place to start. It is located under the "More" tab. With 100+ topic pages, it gives you a good idea of what WARC offers insights into. You can browse the contents based on interesting subjects such as Branding, Consumer Attitudes, Life stage Segmentation and more including consumer research and insights, marketing management and strategy, media channels, and target audiences. You can also browse industry sectors or geographies.
How effective is a campaign?
"Case finder" is a great place to look for campaigns and get a description of their purpose and results. You get a lot of different options to narrow down your search. A different way of searching – try it out. It is located under the "Strategy" tab.
Take a quiz or get help preparing your pitch
WARC has made a "Strategy Toolkit" containing learning resources. You can go through 7 modules and quizzes that test your marketing knowledge.
"Pitch Support" helps you utilize the content of WARC in a few steps preparing you for your next pitch or written assignment. It also contains a guide that helps you through the stages of setting up a new business plan.
If you are curious about the marketing industry "WARC 100" contains a ranking of the world's best marketing campaigns, agencies, and brands.
Access to WARC
WARC is available on CBS campus and remotely if you are a CBS student or staff. For other users, WARC is available in the library.
Other relevant databases
Passport: market reports and consumer data
Business Source Ultimate: academic articles
Find books on marketing at CBS Library
Look for the following numbers on the shelves:
| 324 Political marketing | 658.805 Service marketing |
| 338.48 Tourism marketing | 658.810 Marketing-textbooks |
| 339.37 In-store marketing | 658.811 Strategic marketing |
| 658.624 Product development | 658.812 Marketing communication |
| 658.788 Packaging | 658.820 Environmental marketing |
| 658.800 Marketing | 658.850 B2C-elektronic marketing |
| 658.801 International marketing | 658.900 Retention marketing |
| 658.802 B2B marketing | 658.901 Relationship marketing |
| 658.803 Market research | 659.1 Advertising |
| 658.804 Consumer behavior | 659.18 Brand marketing |