Back to basics

For those of you who are fairly new to marketing, or if you'd like a refresher, you may want to start where most Marketing students across the country do: with a good textbook. The nearly-universal textbook of choice is called Basic Marketing by William D. Perreault, Jr. and E. Jerome McCarthy (published by Irwin McGraw Hill). The latest is the 15th edition.

It's pretty vocabulary-heavy, as you might expect from an introductory text, but the authors do a good job of giving illustrative examples from "the real world" to drive home concepts. Once you get those concepts down, they are easily translatable to libraries. Sometimes it helps to begin at the beginning. :)