The collection supports the course and research needs of the undergraduate and graduate students, and the faculty in the Marketing Division. Particular focus is on consumer products and service industries, business-to-business, high technology and new product management and development. Other areas of concentrated study include advertising, consumer behavior, market segments, buying habits, pricing, cross-cultural marketing, and customer service. Students need some economic data and cultural psychographics to support research in these areas. Students also require materials to support development of a marketing plan.
a. Languages: English, with occasional exceptions for gifts or high-use materials not available in English.
b. Geographical Guidelines: chief emphasis on
c. Chronological Guidelines: emphasis is on current information, rather than historical materials. History & Society Division requires some historical material related to advertising and society.
d. Treatment of Subject: marketing/advertising resources include: primary demographic and statistical data; secondary market analyses; market research: guidebooks and handbooks; monographs on such topics as: developing advertising, designing surveys and questionnaires, focus groups, compensation and benefits, sales management. The Horn Library collection stresses primary product/industry data from which students are expected to make their own analyses, with some secondary materials coverage. A broad selection of standard handbooks and a small representative sampling of the most important monographs will be collected including trade books and "hot" business books. For public relations, handbooks, guidebooks and reference works are collected rather than popular works.
Resources most frequently used include:
Customer Profiles/Demographics/Usage: SimplyAnalytics, Mediamark, Mintel, SRDS - Claritas Segmentation & Market Solutions, Euromonitor
Market Research: BCC Research, Mintel, Forrester Research, Gartner, Marketresearch.com, SBRnet (Sports)
Advertising: Winmo
Core periodicals are those that are essential to teaching, idea generation, research, and required for accreditation. Below is a sample of titles.
Key Authors whose works should be reviewed to retain permanently:
| Philip Kotler | David A. Aaker |
| Robert Bly | Jay Conrad Levinson |
| Malcolm P. McNair (historical) | Benson P. Shapiro |
| Douglas J. Dalrymple | Harper W. Boyd |
| Sidney J. Levy | Al Reis |
| Harold H. Kassarjian | Seth Godin |
| Jack Trout | AMA and Marketing Science Institute |
Current Former
Dhruv Grewal Kathleen Seiders
Michael Levy Douglas J. Tigert
Ken Matsuno Robert Kopp
David Hennessy Norm Govoni
Jean-Pierre Jeannet
Thomas H. Davenport
Robert Eng
Raj Sisodia
For additional authors and a list of works see Digital Knowledge at Babson. Search by name or browse by name or division.
The emphasis is on current information, rather than historical materials. The History and Society Division requires some historical material related to advertising and society. We do, however, collect print images of old,classic advertisements and key marketing handbooks, guides and monographs.
| HE 8689-8700 | Broadcasting |
| HF 5410-5499 | Marketing & Retail Trade |
| HF 5801-6191 | Advertising |
| HM 263-1221 | Publicity, Public Relations, Propaganda |