The emphasis of the collection is on contemporary practice. However, historical materials are occasionally added to give the collection perspective. The focus of the marketing collection is on materials for practitioners in the field. Theoretical works and discussions of successful marketing techniques are both important. Books and journals are selected that aid students and faculty in maintaining current with new theories, developments, and practices.
Trade journals are especially important for providing students with new concepts and ideas.
Information about a variety of different marketing media is very important. The collection maintains sources that discuss the print, broadcast, and electronic media, their marketing potential, and uses. Sources that provide ratings and the cost of advertising in these media are essential to the marketing collection. Demographic and economic data are highly important to the field of marketing. Students and researchers use demographics to target potential consumers.