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MGT 402 Marketing, Branding and Customer Relationship Management: Home

Find links to databases, books, journals, and websites to help you research companies and make a marketing plan.

Getting Started

This guide contains links, books, journals, and websites to help you find marketing, industry, performing arts, and segmentation information.

To get started finding books and articles on the performing arts industry and marketing, try combining some of these keywords.

  • Performing arts
  • Cultural industries
  • Promoters of performing arts
  • Outreach programs
  • Consumer behavior
  • Participation
  • Branding
  • Relationship marketing

If you would like assistance finding information, you can call or e-mail a librarian:, (414) 382-6355.

Recommended Websites

Performing Arts Sources

Getting Started

You can search Business Source Premier to find articles on marketing, loyalty, consumer preferences, and segmentation. 
Search Business Insights Essentials and First Research to find industry reports and statistics.
Use the purple search box to find Ebooks on your topic.  (Click on a title of interest and find the purple Read Online box to view the ebook.)
You can use the TopCat search box to find print books available in the Alverno College Library.
See the How Do I? box on the right to find tutorials to help you search Ebooks and TopCat.



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Recommended Books and Journals

If you need information about marketing plans, branding, or customer relations, you can select a library book from the list below.  Click a title of interest to see topics the book covers and find a call number for the book.  You can ask at the library circulation desk for assistance finding books.

There are two ways to search these e-journals:

  • Select a date from the menu to the right and click on a volume issue link.  This will let you browse each article from a specific issue.
  • Find the blue Search within this Publication link near the top left.  Add the word AND and a company name or topic of interest (such as consumers or branding).  This will search the whole journal for those topics.
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How Do I?