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MSCH A441 Integrated Marketing Communication Campaign Planning

Marketing Resources

Business Source Complete, ABI/INFORM and EBSCO Management are examples of literature databases. In databases like these, the language you use when searching matters more than you might think. Use the tips on the Effective Searching tab to improve your results.

For this concept Start with words like
Generation Z ("generation z" or genz)
Consumer psychology ("consumer attitudes" or "consumer behavior")
Purchase drivers ("purchase intention" or "path to purchase" or "willingness to pay")
Mobile/online shoppping (mobile or online) and (shop* or purchas*)
Mobile payments (fintech or "financial technology" or "mobile banking")
Marketing (marketing or advertising)


("consumer attitudes" OR "consumer behavior") AND (mobile OR online) AND (shop* OR purchas*)

(clothing or apparel) AND ("purchase intention" or "path to purchase" or "willingness to pay")

Industry/Market Resources

For industry and market reports and analyses, use these resources: